Pleggo is a plant-based egg scramble using one of the most sustainable protein sources available, the mung bean. Not only does it look and cook like an egg, but tastes even better. The egg substitute contains less fat than a chicken egg, is protein-rich, and has zero cholesterol. Their motto: plants, not chicks — a better egg for you and the planet.
I designed a rustic brand identity that allows Pleggo to be the only egg substitute that appeals to the ultimate food enthusiast and eco-conscious consumer. The goal was to target urban millennials who enjoy farmer’s markets, cooking, and farm-to-table cuisine. The brand’s visual look has a familiar warm, organic, local farm vibe, but fresh pops of color help grab attention on display shelves while boldly stating, ‘Plants Not Chicks’ — their signature tagline. The brand name fuses the words ‘plant’ and ‘egg‘ to create a unique compound name. And the hand-drawn illustration of the mung bean plant helps tell the authentic story behind the brand. The carton is made of 100% recyclable materials, not plastic like competitor’s packaging, further reinforcing the brand’s commitment to sustainable solutions.
Logo
Package Design
Website
Branded Cartons (three sizes)
Tote Bag Design
Digital Advertisement