Plenty: From Clean Greens to Crave-Worthy Design

In 2021, indoor-farming startup Plenty tasked &Walsh with two clear goals: make their produce craveable, and humanise the brand's image. The solution? A bold shift away from typical health-food greens toward a lively, fast-food inspired aesthetic that looks and feels delicious.

A Fresh Take on Fresh

Rather than lean on the usual palette of health-food brands, &Walsh embraced appetite-inducing reds and yellows (think McDonald’s-style psychology), supported with punchy purples and oranges to bring warmth and contrast. The result is packaging that whisks past the "just-healthy" vibe and lands squarely in the “want-this-now” category.

Typography That Grows

The heart of the identity is Plenty Custom, a bespoke sans serif designed for bold display use. Inspired by plant forms, its leaf-like terminals and rounded curves (sharp strokes like ripe tomatoes) feel organic and intentional. It gives the brand visual life and distinctiveness.

Moving Hearts and Carts

Early consumer testing showed the rebrand scored significantly higher on measures of warmth and approachability compared to its predecessor. In a crowded grocery aisle, it doesn’t just fit in—it pops.