Super Nature

Naming / Brand Identity / Packaging / Digital


When they came to us, Vesco Foods were already an established player in the frozen food category. They gave us an ambitious brief to create a new concept for the freezer aisle that would reinvent the category.

Our task was to name and create 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. These meals feature recipes containing powerful super foods which deliver on both taste and wellbeing. 

We created Super Nature - a confident challenger brand which communicates its wellbeing positioning in a bold and highly differentiated way. This packaging tells a wonderful story of the combination of freshness and naturalness, health and taste, and convenience and quality. And does it in a way that also delivers great stand out in a category obsessed with simple low calorie offerings.

The launch of the Super Nature Wellness Bowl range was a huge leap foward for the brand, broadening it’s reach into a more genuine wellness space, and into more mealtime occasions.

This redesign of the brand’s key visual equities on pack helps to consolidate this core wellness positioning and is being rolled out across the full range.


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