Sow Seed Butters

  • 2020

    Submission # 175

  • Output

    Packaging – Pūhera

  • Kaupapa

    Identity – People & Culture

    Impact – Environmental Stewardship

  • Location

    Auckland, Tāmaki Makaurau

Project Overview:

When projects disappeared & clients ghosted us during the first lockdown we began having conversations with our peers around the world, to check in & compare.

When we started chatting with Martin, an old colleague from NYC back in the day, he had started a food innovation company in Canada & found himself with brilliant products in the pipeline & a tightening of venture capital — so we decided to make a product ourselves.

We wanted to make a product that was good for the world, so we settled on creating a seed butter;

Sow is seed powered, plant based, gluten, soy and dairy free, and is made with ingredients your grandmother would recognise. Sow is the most tastiest, most interesting, most nutritionally dense seed butters ever created.

Martin would develop the recipe and oversee production in Canada for the North American Market, we would create the packaging and the brand from here in New Zealand.


Our mission is to measurably improve the health of people and the planet by transforming the way people consume their nutrients. We are a motley crew of gardeners, cyclists, runners, farmers, designers and misfits, compassionate by nature, intrepid by choice, and unconventionally nutrition focussed as a consequence. We uses sprouted or roasted organic Canadian grown pumpkin seeds, and amazing whole ingredient flavours to provide a balance of nutrients and minerals (vitamin A, calcium, magnesium, zinc, protein, healthy fats) needed in daily consumption.

People are well fed but undernourished — we're here to help change that.


Our aim was to create something bold, simple & optimistic as a counter point to an earnest health food market & the very scary, very real, complex moment in time we found ourselves in — thanks to Covid.

As a cross-continent team with a similar world view, we wanted to enjoy making something we ourselves would love, a worthy product that treads lightly

Nutritious & healthy, but also colourful & bit messy we wanted a bit of fun from our fuel.

Launched late 2020, the response so far has been great:

“I was sold as soon as I saw the packaging, it’s just so beautiful. I don’t often see a new brand that literally NAILS it like you guys have. From the packaging to the branded shipper box, you’ve really thought of everything.” — Head Buyer, Plant-Based Ecom platform.

“They’re just so beautiful. I can totally see them on my shelves” — Head Grocery Buyer Summerhill Market, Toronto Ontario

Archiver’s Response:

Love this! Not just its design but how it came about and what the company is doing. It feels like they had fun with it and didn't take it too seriously.

Credits & Collaborators:
Creative Director - Emma Kaniuk, Tana Mitchell
Brand Manager - Martin Williams
Designer - Sienna Mark-Brown

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Archive Submission
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