How do you convince people to move plants from the side of their plate to the middle?

Main is a food start-up on a mission to give people a greater choice of plants for their main meals. Starting with three variants of Jackfruit, Main is creating new serves and flavours to help people have more varied and tasty lunches and dinners.

We developed a fresh brand identity for Main, built around bright colours and a playful illustration style. Designed to stand out on the shelf, the brand identity represents the joyous outlook the brand has on food and diet, and compliments their brand line It’s always sunny on Main.