Portland Coffee Roasters
Canned Cold Brew Launch

Packaging Design / AI Photography

As plant-based meat consumption became more mainstream with “real” meat-eaters, Tofurky knew it had the opportunity to grow its flexitarian audience. Many of these consumers weren't gravitating toward the corners of the market where their products had historically been placed, so they knew they needed to reach them where they were shopping.

In order to get grocery stores excited to place these new deli slices right next to their “real” meat counterparts, we refreshed the packaging to go all-in on the meatiness of the product. We even embraced AI eye-tracking technology to help justify various updates. Photography of over-the-top meaty sandwiches accompanied a window that put their deli slices front and center. We also updated the hierarchy of the copy to focus more on flavor rather than plant-based callouts.