MORNINGSTAR FARMS REDESIGN
PACKAGING. COPYWRITING. ART DIRECTION.
MorningStar Farms is a classic. Serving up plant-based protein since 1974 for Americans, it’s been around to witness the ever-changing category of plant-based foods. In the midst of this constant change, Morningstar Farms needed to evolve with the times while maintaining its 5-decades worth of brand equity.
We redesigned their packaging, developing a comprehensive system and photography style for over 50 different offerings—from breakfast to dinner, chik’n sandwiches to Korean BBQ riblets, all of them plant-based.
We elevated taste appeal while making navigation and shoppability easier by creating a graphic system that would clearly communicate product, flavor, and of course, brand while leaving space for delicious food photography to stand out.
We built this new system for MorningStar Farms so that in a crowded category, its already established brand equity comes through while feeling fresh and appealing.
Our photography art direction was developed to create mouth-watering images that elevate MorningStar Farms’ appetite appeal while showcasing how their products fit into the American consumer’s daily life, from breakfast to dinner. Of course, our art direction was only effective due to our partnership with Dan Goldberg and his team at Goldberg Studios who helped us capture over 100 shots.
