Challenge
In 2021, METRO launched its first line of plant-based meat alternatives under the Chef brand.
The goal was to create packaging that communicates sustainability and flavor while fitting the professional B2B context and existing CI.
Despite growing demand, plant-based products still face skepticism about taste. The packaging therefore had to be appetizing, natural, and informative — offering visual clarity and instant functionality for professional buyers.
Approach
The design combines fresh greens with light wood textures to convey naturalness and freshness.
An open product window and appetizing photography highlight flavor appeal.
Playful, hand-drawn typography and subtle illustrations add authenticity and warmth, while clearly placed pictograms communicate product details.
A distinctive “meat-free” symbol — showing both animal and plant imagery — reinforces the message.
The overall look directly addresses professional chefs, integrating seamlessly into the METRO Chef identity yet standing out within the Veggie range.
Process
The focus was on developing a design that visually combines naturalness, taste and sustainability.
The process began with an exploration of how “veggie” and “eco” visual codes are typically represented.
Which colors, typefaces, and illustration styles signal naturalness, and how could METRO’s design differentiate while remaining on-brand?
baries design developed a green-based palette paired with light wood visuals and added authentic food imagery.
Playful typography and iconography convey approachability, while the “meat-free” symbol ensures quick recognition in professional environments.
Through iterative collaboration with METRO, a design emerged that works in wholesale contexts and meets the functional needs of professional users.
Challenge
The outcome is an eye-catching packaging design that successfully communicates flavor, freshness, and sustainability.
It addresses professional chefs directly, integrates into the METRO Chef brand world, and positions plant-based products as credible, tasty alternatives.
Today, METRO Chef Veggie is established as a leading private-label range for plant-based meat alternatives in the German wholesale and gastronomy sector.
With the unique design of METRO Chef Veggie products, we also create recognition value for our customers.