Plant-based brand Alpro has unveiled a visual refresh to its brand, following up on 2019’s revamp. The refinements of the Alpro brand identity on and off-pack are the latest in an eight-year partnership with design studio Elmwood and include new photography assets, a more playful tone of brand voice, and a bespoke typeface.

Changes to voice and new food photography highlight flavor. Elmwood also rebalanced the color palette, adding vibrancy through bright whites punctuated by pops of color. The copy is more descriptive and youthful as well. Also featured in the latest Alpro update is a hand-cut font designed by Rachel Joy in partnership with Monotype.

“We’re proud to have worked alongside Alpro for over eight years now,” Kyle Whybrow, executive creative director at Elmwood London, said in a press release. “When our partnership began, the conversation was very much about educating consumers with a simple, subtle design ethos. However, with a huge boom in awareness, we now have space to consider where Alpro goes next.”