Super Nature

Naming / Brand Identity / Packaging / Digital

Independent Australian manufacturer Vesco Foods are an established player in the frozen food category, so they understand that everyday Australians live busy lives and need convenient yet genuinely tasty food options. They gave us an ambitious brief to create a new concept within frozen food that would reinvent the category.

Our task was to brand a new range of snap frozen meals that was genuinely healthy - one that would attract new health-conscious consumers to a tired and somewhat mistrusted frozen meal section. Each meal in the range features 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 low calorie offerings and convenience at the expense of health and taste.

The Super Nature website - - is a fun extension to our positioning and the visual style of this brand, and is designed to give consumers even more information on the health benefits of Super Nature’s ingredients.

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