BP&O Voices argues that plant-based food packaging must create appetite and cultural desirability rather than merely communicate ethical credentials. It highlights Ljudje's energetic identity for Juicy Marbles as an example, using clashing typefaces, absurd copy and dramatic food photography to prioritize personality over meat-alternative realism.
Ljubljana-based studio Ljudje created a bold, maximalist packaging identity for Juicy Marbles, the world’s first marbled plant-based steak. Rejecting typical vegan design tropes, the brand embraces deli-inspired chaos, vivid colours, and playful typography to appeal to mainstream audiences. The project repositions plant-based food as exciting and accessible rather than moralistic.
