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WorkGraphic Design

The Plant creates adorable 'Bean Army' illustration-led branding for new plant-based protein brand

The Plant has created a charming character-based designs scheme for Better Nature, a new food brand centred around Tempeh plant-based protein.

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It worked on the entire strategic side – from naming to logo design, packaging, positioning, concept creation and a suite of illustrations created in-house. The Plant's designs looked to reflect Better Nature's goals to "better understand the impact of the food production system on our planet, with more people looking for a nutritious, affordable, and tasty plant-based source of protein."

The characters are based on the soybeans from which Tempeh is created, and the playful illustrations are used across the entire brand from packaging to online platforms, billboard ads and more. This 'Bean Army' was inspired by the way Tempeh is traditionally created as a fermented soy cake, often cooked wrapped and sold in banana leaves, which when sliced reveals a distinctive mottled pattern.

These illustrations are used alongside equally friendly typography, which uses a rounded serif style across both upper and lower case lettering in various applications.

According to The Plant, Better Nature was "born from a desire to better understand the impact of the food production system on our planet, with more people looking for a nutritious, affordable, and tasty plant-based source of protein", which was found to be 300-year-old Indonesian staple, Tempeh. The design system's goals were to "put Better Nature at the forefront of the Tempeh movement" in a fun, engaging way.

Six-panel grid showing Better Nature branding with green and blue panels featuring white text, illustrations of pink and multicoloured bean characters, and a colourful polka dot pattern design by The Plant
Two Better Nature Tempeh product boxes featuring smiling bean characters with rounded features against a cream and purple background respectively, designed by The Plant
Three Better Nature Tempeh Crisps packets in green, cream and purple, each featuring playful illustrated soybean characters with coloured circles for bodies and simple facial features
Orange t-shirt printed with a blue bean character with two white dots for eyes and stick legs, from Better Nature's 'Bean Army' branding by The Plant
Two cartoon bean characters with simple faces, one pink and one orange, with text reading "Let's talk about tempeh" and "Asia's best kept protein secret
Better Nature Tempeh packaging showing playful soybean character illustrations with product information and branding by The Plant
Better Nature tempeh packaging showing product information, ingredients list, nutrition facts and fermentation details with orange branding
White text on a muted green background reading "Better Nature. Better for people, Better for the planet.
Better Nature's website and packaging displayed across smartphone, tablet and laptop screens, showing the Bean Army branding and tempeh products
White car parked in front of a red London bus displaying a Better Nature advertisement with green panel and large pink circular illustration promoting tempeh plant-based protein
Steamed buns filled with sliced tempeh, vegetables and greens served in bamboo baskets with dipping sauce
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