Karma

When Coop commissioned us in 2015 to design a vegan and vegetarian product line meant to lift this category out of the dusty health-food corner and into a trendy, pleasure-driven world, nobody yet knew where the journey would lead. What started as a test with six ready meals quickly grew to over 300 products and set a trend in the private label segment.

The design, revised in 2024, continues this success story with a cheeky, organic and colour-rich brand identity, and it still brings a satisfied smile to our faces during store checks.