# Accessible Plant-Based Food Packaging Johnson Banks Designs a Contemporary Aesthetic for 'This' By Kalin Ned | Published 2019-05-14 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/plantbased-food-packaging References: [dezeen](https://www.dezeen.com/2019/05/10/johnson-banks-this-meat-alternative-packaging/) & [johnsonbanks](https://www.johnsonbanks.co.uk/) Designers are attempting to take out the tension between dietary preferences with a range of plant-based food packaging that is accessible, simple and relatable. London-based studio [Johnson Banks](https://www.trendhunter.com/trends/johnson-county) was commissioned by This — a new brand that offers [sustainable meat alternatives](https://www.trendhunter.com/trends/this-is-super-superfood), to produce a branding aesthetic with plant-based food packaging that was not "preachy." Focusing on modern sensibilities in design, Johnson Banks curates a look that is straightforward and pleasant. There are a total of eight packaging designs, boasting all-caps sans-serif font and a monochromatic palette. A playful accent is present in each version — a hand holding forks, chopsticks or skewers with meats, that substitutes the 'i' in 'This.' The element unifies the branding identity of the company. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 84% | Activity: 92% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What Makes This Trend Stand Out - **Accessible Plant-based Food Packaging:** Designers are creating packaging that is accessible, simple, and relatable, reducing tension between dietary preferences. - **Sustainable Meat Alternatives:** The rise of sustainable meat alternatives presents disruptive innovation opportunities in the food industry. - **Modern Sensibilities in Design:** Companies that embrace modern design sensibilities have the potential to disrupt traditional packaging aesthetics. ### Sectors Adopting This - **Food Packaging:** The food packaging industry can capitalize on the demand for accessible and relatable packaging for plant-based foods. - **Plant-based Food:** The plant-based food industry can leverage innovative packaging designs to enhance product appeal and consumer experience. - **Branding and Design:** Branding and design agencies have opportunities to provide forward-thinking solutions for companies in need of modern packaging aesthetics. ## Related on Trend Hunter - [Striking Sustainable Packaging](https://www.trendhunter.com/trends/no-evil-foods.md) - [Protein Packaging Refresh Initiatives](https://www.trendhunter.com/trends/grassfed-beef-products.md) - [Convenient Plant-Based Food Ranges](https://www.trendhunter.com/trends/this-foodtogo-range.md) - [Chilled Ready-to-Eat Plant-Based Meats](https://www.trendhunter.com/trends/new-this-product.md) - [Relaunched Meat-Free Food Brands](https://www.trendhunter.com/trends/birds-eye-green-cuisine-brand.md) - [Food Packaging Refreshes](https://www.trendhunter.com/trends/higgidy-1.md) - [Vibrant Spanish Meat Packaging](https://www.trendhunter.com/trends/onmi-design.md) - [Ready-to-Eat Plant-Based Meat Snacks](https://www.trendhunter.com/trends/new-this-products.md) - [Earth-Inspired Special-Edition Tofu Packaging](https://www.trendhunter.com/trends/tofu-packaging.md)