Johnson Banks Designs a Contemporary Aesthetic for ‘This’

Designers are attempting to take out the tension between dietary preferences with a range of plant-based food packaging that is accessible, simple and relatable.

London-based studio Johnson Banks was commissioned by This — a new brand that offers sustainable meat alternatives, to produce a branding aesthetic with plant-based food packaging that was not “preachy.” Focusing on modern sensibilities in design, Johnson Banks curates a look that is straightforward and pleasant. There are a total of eight packaging designs, boasting all-caps sans-serif font and a monochromatic palette. A playful accent is present in each version — a hand holding forks, chopsticks or skewers with meats, that substitutes the ‘i’ in ‘This.’ The element unifies the branding identity of the company.



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