Bucking The Trend Toward ‘Fake Meat’
The most recent challenge for Public Address (PA), a Toronto-based design and creative studio, was to rebrand an entire under-appreciated food category – the humble vegetable. They did this through their recent partnership with Wholly Veggie, a plant-based food brand that’s bucking the trend of fake meat in favor of a veggie-forward approach.
Wholly Veggie worked with PA to create a brand identity that mirrors the playfulness and diversity of the vegetables they represent – and helps vegetables break away from their reputation for being boring and difficult to prepare. Together, Wholly Veggie and PA developed a brand identity driven by Wholly Veggie’s core belief that vegetables are actually fun.
The brand identity began with the logo, which features an ‘O’ or hole – yes, a play on words – that serves as a window into a world of appealing food that’s good for you and the planet. PA also developed a brand color palette that eschewed too much green and is inspired by the full spectrum of vegetable hues – from the deep red of beets, to the warm white of cauliflower, to the bright purple of cabbage. The new logo is the focal point of its packaging, an effort to stand out from a sea of nearly identical food photography.
Public Address clients include the LA 2028 Olympics, Netflix, MGM studios, Randall Grahm wines and more.