60% of UK students don't eat enough plants, not because they don't care, but because nothing makes it easy or engaging enough to stick to. I identified this problem with research, and set myself a brief to fix it for my Final Major Project at Northumbria University.

Plantally is a student soup brand built around a plant points system where every point is a different plant. Those plants become characters that live on the packaging, so you can literally see what you're eating and count it yourself. Three soups, 30 unique plants, done for the week.

What makes me most proud is that the identity and the function are the same thing. The characters aren't decoration, they're the system working. And that system isn't limited to soup, it's a framework for healthy eating that could scale across any food product.

The brand lives across packaging, campaign, popup stand, app, brand video and website, every touchpoint, every detail, every decision made with a reason behind it.