Brandon has designed the brand identity and packaging for a new range of ready meals to appeal to every day athletes from leading British food manufacturer Samworth Brothers. Responding to an increasing consumer demand for healthier convenience options, the meals, which come in three variants - Cajun Chicken, Turmeric Chicken and Pad Thai Chicken - are high in protein, with clean ingredients and green traffic lights indicating low fat, sugar and salt.
Samworth Brothers asked Brandon to design a brand and communications strategy that would unite the culinary and fitness sectors. Brandon responded by creating a whole new design language that fuses appetising ready-meal branding with the informative sports-nutrition language that you find on supplement bars and drinks. The complex messaging was simplified to help consumers choose a healthy option with ease.
The name EatFit was chosen as it's easy to understand in those crucial decision-making seconds at shelf or while scrolling online. And in a nod to accepted cues from the sports sector, the logomark appears in capitalized 'go-faster' italics, with 'Intelligent nutrition by SCI-MX' underneath to highlight that the products are being delivered in collaboration with a trusted sports-nutrition brand.
"Our challenge was to make the very different design cues and sector-specific language work together in a way that's credible and appealing," explained Simon Ellis, Client Services Director at Brandon. "The brand had to stand out in its own right, with SCI-MX promoting the fact that it's a serious brand with weighty nutritional claims, not a faddish challenger.
"We've created a new sports nutrition ready meals design language. But we also had to ensure that the scientific information on pack was easy to absorb at speed. It's an entirely new proposition, and our work will support SCI-MX at it expands the range."
It was important to celebrate the products' culinary appeal, too, so stand-out colorways representing key ingredients have been highlighted on pack as 'arrowheads,' which also provide backdrops to the main images and reinforce the healthy, sporty messaging. Appetite appeal was further enhanced with beautiful overhead shots of plated meals, tapping into established cues from the ready-meal sector.
Images: Courtesy of Brandon