Packaging design for Gröna Bladet Vegomixer

Gröna Bladet was launching six plant-based mixes at once. Our job was to design the packaging, the product catalogue and the launch on social media — and to give a new range a face people would trust from the first look.

The idea we designed around: warm and homemade, not clinical. Food someone made with care, not a lab product.

Six products had to read as one family on the shelf and still be easy to tell apart. So every box uses exactly the same layout, and only the colour changes.

Each mix got a pair of colours: a soft, earthy base for the front and a deeper tone for the side panels and accents — sky blue and slate, mustard and chocolate, peach and aubergine, olive and forest green, orange and rust, pink and plum. From a distance the shelf becomes a row of warm colour blocks; up close, the colour tells you which mix you're holding.

The front is built on a strict hierarchy, so the eye always moves the same way:

1. The brand — the Gröna Bladet leaf in its black pill, at the top
2. The name — large, tall and condensed, in a contrasting colour
3. The descriptor — "Växtbaserad och fiberrik mix", in black, one line
4. The dish — a round plate shot from straight above, centred like a sun

The promises don't sit in boxes: they curve around the plate — "Tillsätt bara vatten och stek", "Färdig på 30 minuter" — with a ribbon tag for "Rik på protein" and a round badge for four servings. The text follows the food instead of fighting it.

The warmth comes from the details:

• Two typefaces with two jobs: a bold condensed face that is loud and readable on the shelf, and a typewriter face for weight, origin and the back of the box — honest and a little old-fashioned
• A beaded border running down both edges, like a stitched frame around the design
• Hand-drawn hearts, arrows and dot patterns, and "Gjord med kärlek" — made with love — on the top flap
• The same photo style for all six: top-down, natural light, a real plate, fresh greens

We designed the box as a whole object, not just a front. The back is set entirely in the typewriter face, with dotted leaders in the nutrition table and numbered cooking steps, framed by the same beaded border. The side panels carry the deep colour, and one of them lists the other five mixes — so every box introduces the rest of the family.

The 12-page catalogue for stores uses the same language as the box: the condensed headlines, the typewriter text, the hand-drawn arrows and hearts. Each product gets a full-bleed food photo with its box placed on top, and the pages alternate between light stone and dark slate backgrounds to give the catalogue rhythm.

On social media the system loosens up: pastel backgrounds taken from the box colours, illustrated clouds and hills, scattered hearts and dots, and short headlines in the same condensed type — "Gjorda med kärlek", "Fixa biffen på 30 minuter!". We also animated the posts into short videos for the launch.