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With a diverse and growing portfolio, Alpro needed an intuitive yet flexible design system that could stand up against increasingly disruptive competition and reinstate the brand as the plant-based leader.

Challenger brands were quickly growing the plant-based category, bringing with them challenger aesthetics; loud, bright, and disruptive design. While the newer brands were attention-grabbing, they lacked a sense of authenticity and credibility.

Inspired by its plant-based product truth and the opportunity for authenticity, the Alpro design heroes nature, celebrating the natural world and all its ‘perfect imperfections.'