Actual Veggies

Challenge

In a world of imitation meats and overly processed veggie burgers, Actual Veggies set out to redefine plant-based eating. Co-founder Jason was determined to create a healthier, fresher, and more appetizing alternative—burgers made entirely from farm-grown vegetables, free from preservatives, and bursting with color and flavor. But how could we visually communicate the brand’s mission of transparency, freshness, and gourmet quality in a way that stands out in a beefed-up market?

Approach

Starting with a deep dive into the competitive landscape, we noticed that many plant-based brands rely on muted tones or overly processed aesthetics. We wanted Actual Veggies to break the mold by showcasing the vibrant, natural beauty of their all-vegetable burgers.

Working closely with the Actual Veggies team, we developed a visual strategy that emphasized bold, fresh, and appetizing imagery. Our art direction focused on rich, natural colors inspired by farm-fresh produce, complemented by bright lighting to highlight the burgers’ freshness and texture. The compositions framed the product within the context of wholesome, plant-based living while maintaining a modern, commercial appeal. Through this approach, we brought Actual Veggies’ mission to life: What you see is what you get—just veggies, actually.