Irie Eats Caribbean Streetfood

Serving up exciting new flava

Since the beginning of the year, we’ve been busy working with Grace Foods on a new range of Caribbean streetfood products that have just launched into Tesco. Called Irie Eats, the product range offers customers a modern take on Caribbean streetfood with authentic ingredients, including jerk seasoning sourced directly from trusted island growers. It’s Grace Foods’ first major launch of a new UK food brand in a long time, driven by recent research and Mintel data which revealed that nearly half (49%) of Brits would like to try Caribbean cuisine at home.

“This is a significant and exciting opportunity for us to introduce authentic, traditional and flavourful Caribbean meal solutions to a new consumer audience,” says Grace Foods brand manager Giuseppe Vullo. “We’re excited to continue building awareness of Caribbean food in the UK market, providing a delicious and easy-to-use range inspired by classic island favourites.”

Throughout the project, we’ve brought our experience and knowledge of the retail food arena to a number of challenges. It’s been a rewarding process and we’ve learnt a great deal about Caribbean cuisine along the way. We’ve designed all aspects of the new brand identity, packaging and communications, as well as helping derive the Irie Eats name and the ‘Island Flava’ proposition.

The eye-catching logo is inspired by the Caribbean nations and their flags, which share common design and colour elements. The accompanying ‘stamp of quality’ endorses the brand’s Caribbean streetfood and provenance message. The two can work as a ‘locked identity’ or separately to endorse different consumer touch points. The product photography was a collaborative affair between Grace Foods, Blackbird and Uniform studio – and beautifully shot by Geoff Lloyd.

We’re delighted with the finished result. The printed range has a fantastic shelf presence and the on-pack language is clear and memorable. It all adds up to the right balance of ingredients to deliver consumer interest and sales. We’re looking forward to seeing Irie Eats fly off the shelves!

A full case study will be available on the website soon.