Irie Eats Caribbean Streetfood

Serving up a new flava!

Winning a project like Irie Eats is one of those dream jobs – a great client, an opportunity to create something original and the chance to eat some delicious food along the way!

Irie Eats 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 that revealed how nearly half (49%) of Brits would like to try Caribbean cuisine at home. Another driver is the business’ desire to build new awareness of Caribbean food in the UK market with pre-prepared meals inspired by classic island favourites.

From the start, we knew that for Irie Eats to build long-term success, it needed an identity and a name that really stood out from the crowd. With attractive brands like Nandos, Capsicana and El Paso dominating the UK meal kits sector, our offer had to instantly engage and tempt consumers to add it to their weekly shop. Add into the mix the long-established Caribbean-inspired brand, Levi Roots, and the task became even harder. However, we knew that meal kits is a growing sector in the retail market and with the right offer and image a new brand could steal market share.

Irie Eats takes a big step forwards in conveying the perfect brand name. The word ‘irie’ is used colloquially by Jamaicans to mean ‘everything is fine, nice, good or pleasing’. The perfect description of this exciting Caribbean streetfood brand. Crucial to our packaging design approach was having a fresh identity Irie Eats could own. From the outset, we ramped up the Caribbean personality, introducing a colour palette inspired by the island nations and their flags. Delicious food images were beautifully shot by Geoff Lloyd and we created a range of attractive cooking icons to convey the preparation and serving attributes of the brand. The eye-catching logo takes centrestage on the packaging, accompanied by a ‘stamp of quality’ endorsing the brand’s streetfood and provenance messages. The two can work as a ‘locked identity’ or separately to endorse different consumer touch points. We also made sure the brand had a tone of voice with a difference; giving it a dollop of Caribbean attitude, you’ll find ‘Island Flava’ the key message on pack, website and advertising.

Throughout the project, we’ve brought our experience of both foodservice and retail together to solve a number of challenges. Taking a new idea from the drawing board to the supermarket shelf in six months is no easy task, but we managed it and it’s been a rewarding process. 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!

Work scope

  • Naming
  • Logo
  • Brand identity
  • Packaging
  • Promotional items
  • Copywriting
  • Website
  • Photography

Happy client

“I couldn’t be more thrilled with the how Irie Eats has turned out. We had a lot riding on the launch, but I knew that Nick was the right person to work with. He and his team at Blackbird delivered a fresh, modern brand with the right tone of voice. They listened to feedback, took on board my opinions and requests and always went the extra mile when it was required.”

Giuseppe Vullo, Brand Manager