As a buyer for Selfridges Sooper Good founder Sabrina had noticed a growing interest in plant-based superfood blends that transform everyday meals, enhancing them with a powerful concentrate of proteins, vitamins and minerals.

We worked with Sabrina to create a super food brand she would be able to sell into food halls, premium supermarkets and health food stores.

With the emergence of plant-based eating in the mainstream we knew a broader market for super food powders existed beyond what was currently being catered for.

Existing brands focussed only on their nutritional and health benefits – there was a gap for a playful, vibrant, instagram-friendly brand to enter the super-blend game.

We deliberately strayed away from the recessive codes of wellness that dominated the category and appealed only to a niche of nutritionally obsessed consumers.

Instead we chose to reflect the vibrancy (and nutritional power) the powders provide by using a bold, ultra-saturated colour palette for the brand. Sooper Good certainly doesn’t get lost on-shelf and now has a vibrant brand and pack design that is as insta-beautiful as the bakes and smoothies it boosts.