Marina Plant Based

Plant-based is a category where shelf differentiation is everything. The proposition has to read instantly as "made for me" to younger flexitarian shoppers, while still earning trust from the families they cook for. Two audiences, one shelf, one second to convince.

Stepping in as full agency partner from naming through launch meant building one brand world that could carry that promise across every touchpoint: a name that sticks, a logo that scales, guidelines that hold, packaging that wins at-shelf, and POSM that lifts trial.

The brand also had to inherit just enough credibility from the parent (FFM Marina, a trusted established player) to earn the first try, while feeling new enough to stand for the plant-based promise on its own terms — not a line extension, but a brand.

We delivered a complete plant-based brand for FFM Marina — from market research and naming through to logo, extensive brand guidelines, packaging system, key visual, and POSM. Every layer is set up to do its job at the moment a real consumer encounters it: in front of a shelf, scrolling a feed, or making the next-meal decision.

The result is a launch-ready brand world built for a category that doesn't reward hesitation — clear, confident, and made to scale across the rest of the range.

The visual system is engineered to absorb new SKUs and format extensions without rewrites: the brand has the architecture to grow from launch hero into a full plant-based range with shared visual logic and a consistent shopper experience.

Marina Plant Based has the brand framework to grow as the category grows — new SKUs, new formats, new retail formats all extend from the same launch identity without losing the challenger voice that defines the brand.