PROVEG

ProVeg (Netherlands) is a non-profit organization, connecting all sectors that influence consumer food choices, and they want to halve global consumption of animal products by 2040. Their flagship initiative, the Veggie Challenge, helps people discover delicious plant-based meals over 30 days, helping them to make the shift towards a more plant-based diet.

We teamed up with ProVeg to create five irresistible recipes for their Veggie Challenge app, designed to be simple, fun, and full of inspiration. From the super creamy “Marry Me” chicken pasta to a perfect mortadella sandwich and a hearty cabbage steak with polenta, these dishes show users how easy and tasty it is to eat plant-based.

Our work included brainstorming ideas, testing recipes, and food photography. Every dish was designed with short ingredient lists and simple steps, making plant-based cooking approachable for everyone. Delivered in ProVeg’s brand style, these recipes are now helping app users fall in love with plant-based dining.