allplants is a UK plant-based food brand founded in 2016 by Jonathan Petrides, initially as a chef-to-customer meal delivery service before expanding into supermarket retail.[1] The brand entered administration in late 2024 and was acquired by Ella Mills, founder of Deliciously Ella, who integrated it into her Plants business.[2] The brand now operates under the name “all plants” and sells frozen meals online plus a chilled range in UK supermarkets including Tesco, Sainsbury’s, Waitrose and Ocado.[3]
Design and History
For its first five years, allplants operated as a direct-to-consumer delivery business. In November 2022, the company announced its debut launch into retail with Planet Organic, and as part of that expansion unveiled a new visual identity created with the London design agency Pearlfisher.[4] The revamped packaging introduced bright colours to the freezer aisle, a deliberate departure from the “doom, gloom and beige” look the company associated with conventional frozen ready meals.[4]
The Pearlfisher redesign was recognised with a second-place award in the “Ready to Eat, Fast Food, Meal Kits” category at the Dieline Awards 2023.[5] The new packaging combined bright yellow boxes with bold, chunky typography, described as a “bold, imperfect but fun” custom letterform that acknowledged the diversity, speed and flavour of natural food.[5] The graphic patterns on the packaging were inspired by street graffiti and mural art from North London, where the brand’s kitchen was based.[5]
In August 2023, allplants introduced a new sustainable outer delivery box that reinforced the brand’s “core brand properties of sunshine yellow and bright packaging,” building on the brand world work done with Pearlfisher.[6]
Meaning and Symbolism
The brand’s “sunshine yellow” was identified by allplants’ own creative team as a core brand property, used alongside bright packaging to make advertising and products “distinctively allplants.”[7] The yellow and vibrant packaging were positioned as visual signals that distinguished the brand from the perceived blandness of the traditional frozen ready meal category.[4]
Typography and Design
The Pearlfisher redesign introduced a custom display typeface for the packaging, described in Dieline Awards coverage as “bold, imperfect but fun,” used to express the natural diversity, speed and flavour of the products.[5] The typography was paired with bright yellow boxes to create what the coverage described as packaging “full of delightful energy.”[5]
Following the brand’s acquisition by Ella Mills in early 2025, the allplants brand was integrated into the Plants business.[2] In April 2025, Plants unveiled its own rebrand developed by agencies Sonder & Tell and Belief Machines, which aimed to move away from “clichéd plant-based visuals” and emphasise natural ingredients through oversized food imagery and bold colour blocking.[2] The current all plants website and product range continue to use the “all plants” name with a lowercase wordmark.[3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
