Veggiecraft’s pasta is made with peas, lentils, and sweet potato, using those veggie-based ingredients to add protein and fiber to a familiar comfort food. The refreshed packaging gives that nutritional story a much more appetizing stage, setting creamy retro-inspired lettering and loose vegetable doodles against a nearly black panel surrounded by electric blue, hot pink, or sunny orange. The real star is the fork piled wonderfully high with colorful pasta.

It’s a playful visual that makes taste the first invitation, with protein callouts and ingredient illustrations noticed after. It is a welcome change from the earthy greens and wellness-first language often used for vegetable-based foods, tapping into the appetite for saturated color, expressive typography, and better-for-you products that look every bit as fun as the foods they are replacing. It’s more about what you are eating versus what you’re not.