Macro Veggie Powders

Private Brand: Macro
Retailer: Woolworths
Country: Australia
Category: G2: Organic And Natural Food
Agency: Marque Brand Consultants


Anita Williams, Senior Designer, Marque Branding
Kristine Robida, Account Manager, Marque Branding
Sandra Dagher, Design Specialist Manager, Woolworths
Jade Tonkin, Design Specialist, Woolworths


Health-conscious consumers are keen to explore the latest food and cooking trends. The rise in vegetable flours and powders have seen consumers utilize these for cooking substitutes, introducing vegetables into their diet through different cook types and an opportunity for parents to increase their child’s daily intake.

Core objective:
To create a design that appeals to health-conscious consumers while educating them on the consumption of vegetable powders and the ways in which it can be utilized.
Creative Solution:

The design’s use of watercolor ingredients allude to the natural and pure attributes of the product. A ‘how to cook’ panel educates the consumer on the usage, which includes clear health claims and benefits of consumption. The bold use of a close color spectrum speaks to the vitality of the product and allows for easy navigation and stand out within the range and emphasizes the product.

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