PLNT is a new brand of the Future Food Group. The fact that PLNT has a link with meat may surprise you. The parent company of the Future Food Group, Jan Zandbergen Group, started out as a small butcher's shop in Leiden in the 1950s. More than 70 years later, that small butcher's shop has grown into an expert in the global supply of protein, always with a view to a healthy future. With the establishment of Future Food Group, the aim is to contribute to a new world with innovative, plant-based successors to meat and fish.

Sometimes, a descriptive name works best. This is also the case with PLNT. One letter less can sometimes add more value, instantly. In addition, we took a close look at the codes of a strongly growing category. How can we meet this demand and add brand and style identity? For example, with a clear slanted logo with bold typography and a recognisable leaf shape. With a modern, powerful two-colour structure on which great product photography has its place. Together with relevant USPs and ESPs.