Daisy Benn Managing Director

ABOUT

THRYVE™ is a new plant-based food brand born in the Middle East. The brand sets out to spearhead a movement of change towards healthier and more sustainable eating in the Arabian Peninsula. Made with local faba beans and flavoured with local signature spices celebrating regional cuisines and traditions, giving the brand a real sense of home in the Middle East.

The visual identity brings to life the thriving power of plants, supported with the ‘Born to Thryve’ strapline. It is a bold yet elegant marriage between the vigour of plant life and the artistic flowing characteristics of Arabic calligraphic script.

The logo has been drawn with careful attention to regional nuances. It has been developed in collaboration with illustration artist and designer Ruh Al-Alam. The type uses high contrasting strokes and flow from Arabic script with subtle organic touches that visually communicate plant growth.

Delicious food photography is held by plant-like vines that not only flow across the pack but across the entire range to create a single plant that grows out from the supermarket shelf. This shelf blocking not only creates stand out in store but also communicates the key brand message about thriving plant life.
The identity was delivered across packaging, digital, communications, OOH and event branding.

The brand launched to the public in April and has had a great reception by the trade and public getting picked up by all key retailers and with many commercial partnerships signing up.





MADEIT CREDITS

  • IFFCOClient
  • ArchetypeIllustration
  • Chris ClarkeArtworker / Retoucher
  • Creative Director: Mark NicholsCreative Director
  • Dan ColemanDesign & Motion
  • James FlintLead Designer
  • Toby DaviesStills Photographer
  • * WMH&I
  • * Wybe MagermansGrowth & Development Director
  • * Mark NicholsCreative Director
  • * Daisy BennManaging Director
  • * Val MccrumProduction Manager
  • * James FlintCreative Lead

Who pooled - Thryve Plant Based Meat