Jackfruit & Co. is a plant-based food brand built around jackfruit – a naturally nutritious superfood with a meaty texture and remarkable versatility.

Rather than trying to imitate meat, the brand takes an authentic approach: using jackfruit as a natural meat substitute in familiar recipes, from Durban curry to pies and meal companions.

The challenge was to create a distinctive brand identity and packaging system for a relatively unknown ingredient, positioning Jackfruit & Co. as a progressive challenger in a category dominated by highly processed meat alternatives.

We developed the brand positioning, tone of voice, visual identity and packaging architecture, creating a distinctive world for the brand from the ground up.

Two stylescapes explored how to balance the brand’s real, natural and healthy attributes with its more playfully challenging, upbeat and positive personality.

The resulting identity is colourful, energetic and approachable, making jackfruit feel exciting and accessible while retaining the authenticity at the heart of the proposition.

The positioning line “Really Super Food” reinforces jackfruit’s superfood credentials while giving the brand a confident, playful voice.

A distinctive plant-based brand with a clear point of view – real, authentic and positive, without trying to be something it isn’t.

The colourful, energetic packaging gives Jackfruit & Co. strong shelf presence while creating a flexible architecture for a growing range of fillings, meal companions and pies.