Upfield, the world’s largest plant-based food company, needed a refreshed identity that felt more natural, more human and easier to use across their global markets. With teams working in different countries, inconsistencies had started to appear, and the brand was losing visual cohesion.

The solution was a clear, fresh visual identity rooted in natural tones, simplicity, and flexibility. The new design system brings warmth and clarity, making the brand feel approachable while still standing out in a competitive space. A custom illustrative style, complete with textured, handmade touches, adds depth and reinforces the brand’s commitment to natural, plant-based products.

In addition to the visual identity, we developed detailed style guides for social media and web, ensuring a consistent, easy-to-use toolkit for teams worldwide.