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.
Walking and talking
It’s enjoyable and rewarding working with The OLLIE Foundation. We recently created a logo and flyer to help publicise its new Men’s Walking Group.
Sadly, a lot of stigma still exists around talking about how we feel, especially with men and especially when they're struggling. OLLIE's walks aim to give men a safe space to have a conversation without worrying about being judged.
As someone who has struggled with the effects of depression, grief and loss, finding the most suitable help can be a lottery. Hopefully, OLLIE's walks can be a little step forward in the right direction for men needing friendship, a listening ear, a voice, help and support. And hopefully too, as we come to terms with the after-effects of the COVID pandemic, it will raise awareness among the wider community of the impact on mental health being felt by so many people.
Find out more about OLLIE's Men's Walking Group.
