Freshways Food Co.

The Delicious brand was struggling to maintain shelf impact and have a presence in the highly competitive and noisy ‘lunchtime solutions’ category.

Our brief was to give the brand a complete re-fresh to attract new customers but also re-engage those already familiar with the range.


- Brand Identity
- Tone of voice
- Messaging
- Packaging design

Our strategy was based on introducing more colour with a modern and elegant tone of voice to fully reflect the variety and quality of the range.

We then coupled this with clean and clear typography to ensure customers could make their purchasing decision quickly and easily, since they spend on average a mere 23 seconds at the chilled convenience fixture.

The design system and structure focused on a simple aesthetic, uncluttered by the omission of photography and illustrations of ingredients.

Visibility of the actual products was also very important as we wanted consumers to feel confident and reassured they won’t experience a ‘lunchtime fail’ where high quality and good value is not compromised by convenience.

The overall design needed to provide breathing room on pack to communicate the brands promise and commitment to the environment.

To communicate this we created the straplines - 'Handmade with care’ and ‘Lunch that doesn’t cost the earth’ positioning these in key locations on pack whilst incorporating both typography and the visual cues of familiar recycling symbols to re-enforce the message.

"Thanks so much for your work on the Delicious branding project. You and the team did an excellent job and highly impressed with the communication and speed of turnaround.
Thanks for your help!"

Neidra Lenehan  
Freshways Food Co.


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