Ben, Sam and their mother, Leah founded Origin Kitchen with the ambition of becoming a mainstream cross-category challenger brand that celebrates the genius of plants and whole foods. Their mission: to offer better choice in traditionally indulgent and ultra-processed categories.

To help achieve this goal, Origin Kitchen enrolled in Mission Ventures’ Good Food Programme, which identified the need for stronger brand foundations, including a revamped strategy, branding, and packaging.

Working closely with both teams, we developed the idea of ‘Food that WOWS’ – not just “good for plant-based” but truly, joyously delicious in any context. Our design brief focused on bringing the joy of good food to life, disrupting the dessert category, and standing out with a fresh, exciting identity. Targeting those seeking indulgence without the guilt, we played-up Origin Kitchen’s permissibility, using its initials as added reassurance: “treat yourself, it’s OK.” The result? A modern, irresistible way to indulge that sets new standards for the category.