Planet Organic: Grown to Go

Opportunity: The UK’s largest fully certified organic supermarket and long-term Brand Partner, Planet Organic offer organic food delivery across the UK and Europe with stores throughout London. They ask TMC to create the identity, eco-conscious packaging design, and POS for their take-away food, including breakfasts, lunches, salads and snacks and extensive food and drink menus in store.

Solution: Our first challenge was to name the range as we felt it needed a more creative identity to reflect Planet Ogranic’s specialist offering. The sub-brand ‘Planet Organic: Grown to Go’ with a custom logotype and mark of a sprouting seedling was created. The new mark and name intuitively give a sense of growth, simple goodness and a plant-based diet. When it comes to the packaging, the ingredients are the priority and we adopt a strong ‘Organic LAB’ look and feel. This direction helps to achieve a formula-based layout direction. Ingredients and range call-outs are signposted by bold plus signs on a pure white/natural stock packaging, using 100% compostable ‘plastics’, sustainably sourced and recyclable cards and glass containers where possible for people to save and reuse.

The same design approach was applied to the in-store menus. Full of choice and options to customise your order, we presented all of the information systematically in the same contemporary and crisp framework. The overall effect of the new identity and its application simply and effectively communicates the Grown to Go offering and the Planet Organic ethos.