Based Foods
I spearheaded the branding and packaging design for Based Foods, a Seattle-based company specializing in vegan breakfast sandwiches for cafes, bars, and restaurants. My challenge was to differentiate their products in a market saturated with minimalist plant-based packaging.
Drawing inspiration from bold packaging styles of the 1970s and 1980s, I created a logo and visual identity that balanced playful energy with approachable friendliness. For the packaging labels, I designed distinct characters for each food item, using vibrant colours, quirky design elements, and unconventional typography to target younger consumers and stand out from standard pre-packaged options.
The retro-inspired approach was a deliberate departure from the prevalent minimalist trends in Pacific Northwest plant-based products. I collaborated with photographer Rolando Robles of Proverbial Media to ensure the product photography matched the packaging's bold, warm personality, creating a cohesive brand experience that infused fun into what's typically a utilitarian product category.
Food item labels
One pager for prospective customers
Business cards