Brief: Fundamentally our job was to transform the brand from producers of vegetarian meals with a niche appeal into a brand that resonated with a wider audience due to its fabulously tasty vegetarian food, whilst not stretching the portfolio too far and risk diluting brand distinction. Solution: The design idea seeks to make ‘veg the hero’, creating a stacked visual architecture showcasing all the ingredients that go into the delicious products. The vegetable ingredients cascade down from the Goodlife logo, which, with creative love and care, turn into ‘vegelicious’ products. The naïve execution of the ingredients and hand-drawn type adds an air of natural integrity and honesty to the product. The stacked robust slab-serif typeface enhances the feeling of sustenance. The colour palette was chosen to accentuate the foodiness of the products and the rich earthy tones add a rustic charm that harks back to simpler times when things were naturally tasty and trigger semiotic cues of abundance and hearty generosity. Results: In the product testing research, the packaging scored a massive 8.3 out of 10 in top box appeal. Norms are in the 6.0-6.5 range! The unconventional vertical pack format stands out at point of sale. It was a real achievement to get the retailers to adopt this format and so successful do they think it is, they have required it of other brands in the freezer.