Vegusta
Packaging design for a special vegan and vegetarian product line launched in 2019 in Juiz de Fora, sold as a limited edition in local supermarkets.
client
role
time line
live project
The Ask
The project originated from the development of a plant-based “meat” alternative made from beetroot, a nutrient-rich ingredient abundant in Brazil. The client sought premium packaging that would reflect the quality and uniqueness of the product.
They needed a designer capable of developing the packaging comprehensively, carefully crafting lettering, colors, and overall composition. The goal was to incorporate stylized illustrations and photographs of the ingredients in a way that felt intentional and sophisticated, avoiding generic stock imagery.
The Design
The design was developed by experimenting with a threshold style, incorporating the project’s color palette to create a bold and distinctive visual identity. A key requirement was the inclusion of a cow or bull illustration, intended to capture the buyer’s attention and clearly communicate that the burger patty is plant-based.
The client also requested a subtle Western-inspired aesthetic, which was incorporated thoughtfully without feeling exaggerated or forced. To reinforce this concept, a typography reminiscent of the Wild West was chosen, adding character and authenticity while maintaining readability and premium appeal.
the development
Using Photoshop and Illustrator, I incorporated small, easily recognizable icons to ensure the buyer could quickly and intuitively understand the product goal. Plant-inspired illustrations were added to reinforce the natural, plant-based concept, while the bull illustration was prominently featured in the center, creating a strong focal point and visually anchoring the design.
the takeaway
This project reinforced the importance of balancing creativity with clear communication. By combining bold visual elements, recognizable icons, and strategic typography, it was possible to convey the plant-based concept effectively while maintaining a premium and cohesive brand identity.
It also demonstrated how thoughtful integration of illustrations and imagery can guide the consumer’s attention, ensuring that the product stands out on the shelf and tells its story at a glance.
