Design: This Way Up
Location: United Kingdom
Project Type: Produced
Client: Groupe Bel
Product Launch Location: Global
Packaging Contents: Cheese
Packaging Substrate / Materials: Plastic, paper

This Way Up, a London-based design agency specialising in healthier food and drink, has created the branding and packaging for “flexitarian”-focused new plant-based cheese range, Nurishh.

Chris White, Founding Partner and Managing Director, This Way Up says: “Nurishh ushers in a new era for plant-based cheese, breaking away from muted vegan cues to embrace a playful, inclusive future for anyone seeking out healthier – but still delicious – options. We’re proud to have been part of building the brand from day one.”

Caroline Tilloy, Nurishh Global Brand Director says: “Increasingly, people of all ages and backgrounds are seeking out more accessible and flavour-first plant-based options. The delicious and versatile Nurishh range, designed in partnership with This Way Up, will help retailers meet this rising demand.”

From Nature to Nurishh
In 2020, Groupe Bel acquired All in Foods, a French plant-based cheese start up, with the aim to develop a globally recognised plant-based cheese profile that appealed to mainstream and flexitarian audiences.

Groupe Bel reached out to This Way Up following the agency’s success designing for healthier food and drink brands like Danone and Marmite.

Chris White says: “Working with Group Bel on Nurishh, we set out to create a vegan, plant-based cheese brand that’s accessible – that everyone around the table can enjoy, whether they have dietary restrictions or not.”

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