Nurishh Introduces Branding for Plant-Based Cheese Range

Nurishh, a range of plant-based cheeses from Groupe Bel, has launched with branding and packaging design by London-based creative agency This Way Up.

Groupe Bel approached This Way Up following the agency’s work in designing for healthier food and drink brands like Marmite and Danone. For Nurishh, the aim was to develop a recognizable brand presentation that appeals to both mainstream and flexitarian audiences.

The new brand breaks away from the usual muted cues of the plant-based category, using bright colors with playful type and abstract modular forms to create a design that communicates taste.