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Big Picture For Macrobiotics

Big Picture For Macrobiotics

Pearlfisher New York’s redesign of the GoMacro brand – including identity and packaging for the core MacroBar range – seeks to position the company as a “big picture” food and lifestyle brand. Pearlfisher was asked to devise a new visual and verbal language to simply and clearly convey the values of vegan, organic, non-GMO and sustainably-sourced food, but also to balance the offer with a focus on pleasurable taste. According to Creative Director Hamish Campbell, the solution required challenging the existing codes of the category and championing the virtues of a Macrobiotic diet as full of choice and diversity. The designers also created an ownable secondary language and flavor icons, as well as collateral which includes a set of coasters made out of seeds – which can be planted – and compostable tray outers.
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