Super Nature

Brand Positioning / Naming / Brand Identity / Packaging


Vesco Foods were an established but small player in the frozen food category when they gave us an ambitious brief to create a new brand for the freezer aisle that would reinvent the category.

Our task was to name and design a brand for a range of snap frozen meals that was genuinely healthy - one that would attract new health-conscious consumers to a tired and mistrusted frozen meal section.

We created Super Nature - a confident challenger brand which communicates its wellbeing positioning in a bold and engaging way. The brand and packaging communicate freshness, health, convenience and quality. And does it in a way that also delivers great taste appeal and shelf stand out.

The launch of the Super Nature Wellness Bowl and Super Pulses ranges broadened it’s reach into a more genuine wellness space, and into more mealtime occasions.

In under 6 years, Super Nature has become Australia’s leading convenience meal brand - a spectacular achievement!


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