THRYVE™ is a new plant-based food brand born in the Middle East. The brand sets out to spearhead a movement of change towards healthier and more sustainable eating in the Arabian Peninsula, at the same time celebrating local cuisines and traditions. Unlike many existing plant-based food brands that have entered the Middle East from outside the region, THRYVE™ has a meaningful connection with the local market.

The visual identity brings to life the thriving power of plants, supported with the ‘Born to Thryve’ strapline. It is a bold yet elegant marriage between the vigour of plant life and with the artistic flowing characteristics of Arabic script.

The visual language sees flourishing plant vines metamorphose into the fluid lines of Arabic calligraphy. The plant vine illustrations, based on Arabic calligraphy gently holds and presents the delicious food photography. These plant-like shapes link from pack to pack across the range, to create a single movement, one plant, one life-giving energy that is THRYVE on the store shelves.