Creating an immersive new brand world for indulgent plant-based protein
Creative Lead | Brand Identity | Packaging Design | Art Direction | E-commerce Design | Paid Social
Plantopia was created as a new sub-brand within the Purely Inspired portfolio, designed to redefine expectations of plant-based protein. Built around the idea that clean nutrition could be every bit as indulgent as dessert, the sub-brand introduced a protein powder that was silky smooth, delicious, and completely dairy-free. I helped bring the sub-brand to life from concept through launch, creating the visual identity, packaging system, website creative, Amazon product content, and paid social assets that established Plantopia as a playful new addition to the Purely Inspired family.
THE CREATIVE APPROACH
Rather than relying on the clean, minimalist aesthetic common in the plant protein category, we created an immersive brand world inspired by a lush botanical paradise. Rich tropical colours, layered botanical illustrations, and vibrant ingredient photography worked together to create a visual language that felt whimsical, premium, and indulgent. The system was designed to scale seamlessly across packaging, digital, Amazon, and paid media, creating a cohesive brand experience that invited consumers to rethink what plant-based protein could be.
Plantopia Sub-Brand Launch
BUILDING THE BRAND
Developed a distinctive sub-brand identity inspired by a lush botanical paradise, creating a playful and immersive visual world that made plant-based protein feel indulgent while remaining connected to the Purely Inspired portfolio.
Designed the Plantopia logo and visual identity
Colour palette and botanical illustration system creation
Brand design language that extended across every consumer touchpoint
PACKAGING DESIGN
Established a world consumers would want to step into.
Plantopia's packaging was designed to stand apart from traditional plant proteins, replacing clinical wellness cues with rich botanical illustrations, vibrant colour palettes, and decadent ingredient photography that made every flavour feel like an indulgent escape.
Three flavour-specific package designs
Botanical illustration system and rich ingredient imagery
Premium shelf presence while maintaining Purely Inspired brand recognition
E-COMMERCE LAUNCH
Bringing Plantopia Online
Extended the Plantopia world across the Purely Inspired website and Amazon, creating launch hero creative and a shared suite of PDP graphics. The digital experience carried the same whimsical, ingredient-driven look of the packaging while making the product benefits and flavours easy to understand.
PAID & ORGANIC SOCIAL LAUNCH
Led the creative development of Plantopia’s paid and organic social launch, translating the new brand identity into a bold, recognizable social system. The campaign used playful compositions, vibrant colour and ingredient-led storytelling to position plant-based protein as indulgent, exciting and approachable, with adaptable creative built to work across multiple social formats.
Highlights
Creative direction + campaign development
Meta paid media creative
Organic social launch
Cross-channel visual storytelling
