Super Nature

Asprey Creative branded a new range of snap frozen meals for independent Australian manufacturer, Vesco Foods. The brief sought to attract new health-conscious consumers to a tired and somewhat mistrusted frozen meal section. The result was Super Nature - a confident challenger brand which communicates its wellbeing positioning in a bold and highly differentiated way.

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. 
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. 

This design truly grabs the consumer's attention, especially in the frozen foods section.  Unlike contenders that display polished shots of their frozen goods, Super Foods focuses on ingredients and brand narrative to communicate health and wellness. 

Design by Asprey Creative
Country: Australia