It’s obvious to say the world changed, and along with the changes has come a notable aesthetic shift on grocery store shelves. A new-ish category of foods that somewhere between health food and junk food has emerged with bright, eye catching, nostalgic designs with playful websites to match.
Take a virtual walk through the supermarket aisles with me and notice the similarities between these hip foods. From bold color palettes to punny copy, these inventive food brands are promising a more healthful and Instagrammable lifestyle.
Omnivore Meats
- playful animations
Plus, one of the best “Our Story” pages I’ve ever seen.
Greek Yogurt Pizza
- checkerboard pattern
Nutrient-Packed Pasta
- floating shapes (noodles!)
- candy colors
- wavy dividers
Chickpea Pasta
- animations and sticker/badge elements
- floating shapes (noodles!)
- highly saturated colors
- wavy dividers
The Future of Toaster Pastries
High-Protein Cereal
- fun illustrations
- ticker banners
- heavy use of gradients
- floating shapes (cereal!)
- candy colors
Squeezable Olive Oil
- checkerboard pattern on buttons
- acid green color palette
Non-alcoholic Apéritifs
- friendly and refined script logotype
- palette with range of pastel and moody colors
- polished, highly styled photography
- punny copy
- interesting geometric shapes
- macro typography
Prebiotic Soda
- candy colors
- smiley face decorations
- heavy incorporation of user generation content
I can say with certainty that this category of foods is pushing the aesthetic of groceries and redefining what grabs your attention at the store, but I want to know why. I’ve considered that this look may resonate with a Gen Z audience, or may be appealing to the many Americans looking for healthier alternatives to their favorite comfort foods. It could be to compete with the other products on the shelves, or possibly—most simply—the happy change we’ve been craving post-pandemic.
