This qualitative study intends to deconstruct food packaging on the Swedish food market with the aim to find out how ecological food packaging visually distinguishes it self from non ecological. It also aims to critically review the visual choices in order to find out what discourses are used in ecological food packaging. Food packages from different types of food are being analysed with multimodal critical discourse analysis (MCDA) in order to draw out discourses hidden in the packaging. The approach is to investigate what and how semiotic resources are being used in order to communicate certain things about ecological food but also try to show how this represents broader discourses. The results show that ecological food packaging communicates very different types of ideas and values that summarizes in discourses of nature, nostalgia, honesty, health, purity, art and creativity but also something modern and technical. Conclusions of different discourses being found on the same packaging have also been made.