Ljudje’s maximalist packaging for Juicy Marbles rejects plant-based clichés for deli-inspired fun

Creating the world’s first marbled plant-based steak presented an unusual branding challenge for Ljubljana-based design studio Ljudje. Their client, Juicy Marbles, needed to escape the visual clichés that plague the vegan food market while appealing to omnivores who might be put off by overtly moralistic messaging. The strategic breakthrough came from rejecting the ‘plant-based meat’ category entirely. “Juicy Marbles intentionally distances itself from the ‘plant-based meat’ label, instead positioning itself as an ‘exciting food brand,’” explains Ljudje’s Co-founder Emil Kozole. This shift responds directly to consumer psychology, where green, nature-driven branding often alienates the very people the brand needs to convert. Rather than preach about environmental benefits, Ljudje focused on food culture and the simple goal of creating something “that our dad would like.” This relatable positioning opens doors to mainstream audiences who are curious about innovative foods but resistant to dietary labels. Visually, the brand embraces maximalist chaos inspired by neighbourhood delis. Vivid colours and whimsical typography create shelf presence that feels familiar rather than preachy. The packaging features extensive copy that playfully comments on world absurdities, transforming each product into a conversation starter that transcends dietary boundaries.