Tesco's Root & Soul brand identity turns plant-based eating from bland to bold

We all know we need to eat vegetables, but when was the last time you were actually excited by the idea? Well, if trends and diets are anything to go by, it looks like the popularity of produce is on the up. Initiatives such as Veganuary and Meat-free Monday have all helped to shift people's attitudes toward going meat-free, and supermarkets are taking notice.

Tesco is one such company that has woken up to the potential of plant-based products. Recently, it took a big step in its 'plant-forward' initiative by launching Root & Soul, a range of plant-based products that include milk alternatives, seitan, tempeh, and fresh produce. It's all part of Tesco's plan to make it easier for people to eat the foods they need.

Good products need good packaging, though, and that's just what the Root & Soul range has been blessed with, thanks to the efforts of global branding and design agency Coley Porter Bell. By taking vegetable ingredients from the side of the plate and putting them centre stage, the packaging and in-store comms effectively showcase what Root & Soul has to offer.

Cultivating the identity

Seeing as Root & Soul is a celebration of the "craft, passion and creativity that comes together to transform humble produce into flavoursome dishes", it makes sense that Coley Porter Bell's identity follows suit. Vegetables are the stars of the 12 new products that make up the range, so putting them front and centre is a fitting and inspired choice.

Caroline Kelly, head of design at Tesco, is thrilled that Root & Soul is taking advantage of the plant-based trend sweeping the country and is confident that Coly Porter Bell's new branding will solidify the retailer's position in the market.

"We have worked closely with Coley Porter Bell to create a brand identity and design that showcases vegetables, pulses, grains, and nuts as the heroes of the range and offer our customers — be they vegetarians, flexitarians or meat reducers — exciting, tasty options for them to add easily into their eating habits and lifestyles," she adds.

Running with the duality at the heart of Root & Soul's name – fresh, quality ingredients and happy shoppers – the identity is built around bespoke botanical illustrations. These work alongside a textured background canvas to convey "the authenticity of the natural produce ingredients" in each dish and let them shine at the centre of each pack.

Sam Stone, Creative Director at Coley Porter Bell, added: "We wanted to celebrate the humble vegetable through illustration and allow the product to convey the fullness of flavour.

"We are proud to have created a brand that is confident in displaying the authentic manner and rich expertise the growers and chefs perfectly combine to create a satisfying veggie dish."