allplants
allplants was one of the most joyful, fast-paced brands I've had the pleasure of working with. As in-house Lead Creative, I wore many hats - concepting campaigns, designing packaging, creating scroll-stopping social content, art directing shoots, and even helping host plant-powered supper clubs. This page is a little slice of everything I brought to the table (pun intended).
Packaging & Art Direction
I led the packaging design for a new allplants range focused on gut health and the microbiome - aligning with the brand’s mission to make healthy, sustainable eating easy and appealing. This launch introduced a more eco-friendly ‘watchstrap’ format, improving both sustainability and the unboxing experience.
Each of the three dishes drew inspiration from a different global food culture, and I developed distinctive designs and colour palettes to reflect the character of each while maintaining visual cohesion across the range. I also collaborated with photographer Valentina Concordia to art direct a supporting image library, including hero pack shots and vibrant lifestyle imagery featuring some of the team.
Brand Patterns
Each piece of allplants packaging features a unique, hand-crafted pattern inspired by the flavours and ingredients of the dish inside. For spicier dishes with a bold, punchy flavour profile, I designed patterns using angular, dynamic shapes to reflect that intensity. In contrast, dishes that were creamier or more comforting inspired softer, rounded forms that evoke a sense of warmth and richness. These visual cues help bring the personality of each meal to life before you even open the box.
Social Media
Working in-house at allplants meant designing in real time - for a brand that was proudly social-first, bold with its voice, and quick to respond to trends, seasons, and cultural moments. From playful carousels and launch countdowns to reactive stories and META ads, I created content that balanced speed with strong visual consistency. Each piece had to feel fresh, engaging, and unmistakably on-brand - while keeping up with the pace of a platform that never stops scrolling.
Campaign Ideation
During my time in-house at allplants, I had the opportunity to help shape the look and feel of a brand I truly believed in - from bold campaign concepts to shoot direction and everyday content. Working closely with our chefs, marketing team, and creative collaborators, I led the visual side of multiple campaigns, helping turn big-picture ideas into scroll-stopping, flavour-packed visuals. Below are a few of my favourite projects, where I brought together art direction, design, and storytelling to create something that felt joyful, human, and distinctly allplants.
Real Food, Unreal Flavour.
At allplants, I led the creative direction for a limited-edition campaign in collaboration with our new Chef-in-Residence - real food activist and chef Melissa Hemsley. I developed the campaign concept from the ground up, aligning it with our brand positioning while drawing inspiration from Melissa’s book Real Healthy and the bold, joyful colours of fresh, plant-based ingredients.
From there, I crafted a full visual identity and designed a suite of assets to bring the campaign to life across digital, print, and packaging - including META ads tailored for paid social performance. With a social-first approach, the campaign rolled out across multiple channels with strong visual cohesion. The result was four distinctive dishes (and one dessert), united by the bold tagline Real Food. Unreal Flavour., and a campaign that felt unmistakably Melissa and unmistakably allplants.
UI Design
As part of a longer-term project, I contributed to refreshing the allplants website - which hadn’t seen a visual update in several years. I was keen to help move the creative forward, so I took the initiative to explore how we could evolve the homepage design by weaving in more of the brand’s personality and enhancing emotional engagement. Drawing inspiration from the boldness of our Jam n’ Vegan campaign and the seamless user experience of brands like Frive, I reworked the layout and messaging hierarchy to better support our main goal: conversion. I created wireframes and high-fidelity mockups in Figma, which were then shared with the dev team to guide the site’s rebuild.