Brand42 London

ABOUT

TRUEfoods is a family-run business that has provided some of the UK’s most renowned chefs and restaurants with the finest quality stocks, made using traditional culinary principles since 2007. With TRUEfoods products held in such high regard within the B2B hospitality industry, there was an opportunity to expand TRUEfoods distribution and sell their products to consumers. We needed to elevate TRUEfoods products in the retail market and reposition the brand to appeal to at-home cooks by emphasing TRUEfoods core values of quality, consistency and top British ingredients. We wanted to show at-home consumers what professional chefs value in the brand and ultimately launch their products in a new and innovative way within the highly saturated market in supermarkets, farm shops and premium food halls.

Our starting point was to look at TRUEfoods’ existing reputation in the hospitality industry and elevate it further whilst translating it for the B2C market and retail environment. As part of this approach, we wanted to maximise the authentic, wholesome and humble nature of products and highlight their role as a versatile base for many recipes.

When researching the marketplace, it was clear that the general aesthetic was 'meaty' in both imagery and heavy typography, with many competitors opting for full printed packs following stereotypical colour coding. In contrast, we created a visual pack built on TRUEfoods’ provenance as a staple in commercial kitchens by creating a utilitarian design that was minimal in execution and let the quality of the product speak for itself. We introduced a white centre panel on the front that houses the product whilst also providing a nod towards the idea of classic chef whites, paying homage to the passion and professionalism of at-home chefs. We included three windows on the pack, which allows the consumer to see the clarity of the stock and let the product do the talking.

We enhanced this concept further through the logo, which combines a no-fuss capitalised san serif font for 'TRUE' with an italic serif of 'foods', reminiscent of what consumers may find in a fine dining restaurant. The utilitarian visual tone represents the quality craftsmanship that has gone into the production, with the juxtaposed elegant typeface representing the superior flavour in the final product.

By introducing earthy coloured tones within the bars at the top of the pack, we could denote flavour whilst making sure there was a point of difference on the shelf. We also included metallic finishes across the pack using innovative printing methods, which allowed us to enhance the premium appearance of the product whilst catching the eye of shoppers through the pack's shine.

We moved the business from housing their products in a pouch with a tent card to a full printed pack as part of the process. In turn, this reduced their production and fulfilment processes and the number of materials used in the packaging. The new packs also introduced a recycled material substrate, bolstering TRUEfood's sustainable credentials.

MADEIT CREDITS

  • TRUEfoodsClient
Annual 2022 Shortlist TRUEfoods Rebranding and Retail PackagingPackaging Project featured: on 7th March 2023 Contributor:

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TRUEfoods Rebranding and Retail Packaging

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