Serving up a new flava!

Taking an idea from the drawing board to the supermarket in six months is no easy task, but we are proud to say we achieved it with Irie Eats, a new meal kit brand created around Caribbean street food from Grace Foods. In a sector dominated by household brands such as El Paso and Capsicana, Irie Eats needed an identity with instant stand out. We therefore ramped up its Caribbean personality using a colour palette inspired by the island nations, a black driftwood background, impactful icons to convey cooking and serving attributes and tasty food images shot by Geoff Lloyd. The logo takes centre stage on the packaging, accompanied by a ‘stamp of quality’ to endorse the brand’s provenance. We also made sure Irie Eats’ tone of voice had a strong smattering of Jamaican patois, so you’ll find ‘Island Flava’ leading the way as the brand’s key message.