![Image may contain: food and plate](https://mir-s3-cdn-cf.behance.net/project_modules/1400/d5e97490723331.5e1ee202d9b6c.jpg)
Food First. Future Focussed.
Own-brand meat-free had set a worthy precedent but Co-op were perfectly placed to shatter expectations with a pioneering new direction for their own plant-based offering. Our approach was a compelling stand-alone brand, proudly endorsed by Co-op, that not only enticed the most committed of vegans and vegan-ish alike with a food first attitude, but could stand confidently amongst the most emergent of challenger plant-based brands.
![Image may contain: cartoon](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/3f3de690723331.5e1ee202d7f48.jpg)
GRO's positioning puts good food at the forefront - no fakes or substitutes. We wanted an optimistic name that would capture this sentiment, nodding to Co-op's pioneering spirit and the ranges' plant-based roots.
Our bold and vibrant creative direction took inspiration from the digital graphic style of contemporary food delivery services, as well as cultural foodie influences from across the world.
![Image may contain: snack, fast food and food](https://mir-s3-cdn-cf.behance.net/project_modules/1400/f906ab90723331.5e1ee202d95a2.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/768f4890723331.5e1ee2015b86d.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/2ca99490723331.5e1ee2015bf3a.jpg)
Multiple products, formats and locations in store meant convenience and stand-out was key. A distinct identity and architecture creates a strong visual impact whether it's a singular product or a dedicated merchandised area.
![Image may contain: food, fast food and plate](https://mir-s3-cdn-cf.behance.net/project_modules/1400/0d048c90723331.5e1ee202da3a9.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/56e69390723331.5e1ee201d2fd4.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/cd5af390723331.5e1ee201d2832.jpg)
Gro's photography style looks to signal a bold, new future for plant-based food. Taking inspiration from the vibrancy of natural ingredients, colour plays a huge role in visualising contemporary flavours. No muted earth tones in sight.
![Image may contain: screenshot and font](https://mir-s3-cdn-cf.behance.net/project_modules/1400/897d1290723331.5e1ee202d8fc0.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/9415e390723331.5e1ee2024f9d6.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/16ae3590723331.5e1ee2024f193.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/f5310890723331.5e1ee20250032.jpg)
Gro's photography style looks to signal a bold, new future for plant-based food. Taking inspiration from the vibrancy of natural ingredients, colour plays a huge role in visualising contemporary flavours. No muted earth tones in sight.
![Image may contain: food, fast food and menu](https://mir-s3-cdn-cf.behance.net/project_modules/1400/dba1c990723331.5e1ee202d879a.jpg)