Better Balance – Rethinking What Healthy Looks Like
Better Balance, a global plant-based food brand, needed to tailor its visual communication for the U.S. market. But the challenge wasn’t just design—it was perception. These types of products are often seen as bland or unappetizing, and the original packaging guidelines from Europe and Mexico didn’t fully resonate with U.S. consumers. The job wasn’t just to localize—it was to reimagine the brand’s shelf presence in a highly competitive space.
We conducted research on visual trends and consumer expectations in the American retail landscape. Our approach was to turn packaging into a communication tool—designed not just to look good, but to entice. We used high-quality product photography, clear messaging, bold hierarchy, and a clean, approachable design language. The result: packaging that feels fresh, flavorful, and aligned with how U.S. consumers perceive quality and taste.
Designing for different markets isn’t just about translation—it’s about cultural fluency. With Better Balance, we learned that plant-based can feel indulgent and crave-worthy if you speak the right visual language. Sometimes, packaging isn’t just the skin of the product—it’s also its voice.
“This project reminded us that effective design means cultural listening. We had to understand not only what appeals visually to the North American audience, but also what reassures, entices, and excites them about new food choices. Translating a global brand into local shelves meant learning to speak the language of appetite, without saying a word.”