Provamel_Danone

Mousegraphics on 02/03/2020

The plant-based, dairy-free products of the brand respond to a specific philosophy of trust and honesty, of fully recyclable packaging and environmentally conscious growth goals. We developed a unique signature-set of hand-drawn letters which spell out everything, from the brand’s logotype to every ingredient. This emphasis on the gestural - free writing and sketch drawing - corresponds to the brand’s emphatic commitment to a sustainable form of “doing better”, of organically changing and improving. We cleared the packaging surfaces to make the essential shapes and basic messages shine, in respect to the brand’s wish to share the bare truth of its recipes. We used earthly colors and organic forms as a sign of the brand’s anti-artificial choices. We treated Provamel like an eco-system rather than a brand, and got rid of all brand-design preconceptions to move toward an anti-corporate look that directly engages with the brand’s story line: “Know what you eat and eat what you know”.