Visual identity developed for a range of health-based products containing a supercharged strain of broccoli, developed by scientists at Norwich Research Park.

This unique, super-broccoli contains up to 5 times the amount of sulforaphane (a compound known for its antioxidant, anti-inflammatory, and potential anticancer properties) as traditional broccoli. BrocStar’s product line currently consists of coated peanuts, a powdered soup and a line of smoothie drinks, each with their own unique properties and health benefits.

The idea at the heart of the identity was to amplify the science behind the broccoli, challenging the perception that the product may be seen as bland or unappealing. Naming provides a platform in which to turn this negative into a positive, building the persona of a rock star, with the identity system making use of cultural references associated to the music industry to help bring this to life.