Evolving a food brand identity from concept to supermarket shelf

Helping a start-up create traction with buyers and investors


Griddle approached us to evolve its start-up brand identity and create the first-ever iteration of product packaging. With an MVP already completed, second round investment funding was dependent on securing supermarket listings. But the identity was not strong enough yet to compete on the shelves and required a styling uplift to elevate positioning both with retail buyers and consumer audiences.


We began with the creative refinement of the logo and design principles, running a workshop to ideate the brand voice and personality. We aligned the output directly with target markets (supermarket stockists, health food outlets), competitor and comparator brands as well as identifying consumer demographics and reasons-to-buy. With a new creative direction agreed, we applied the brand styling to Griddle’s most important asset – product packaging.


Refining the brand logo and creative gave us the platform to execute a strong look and feel to product packaging (and for roll-out across all print/digital/social channels). Working closely with Griddle founders, their supply chain and incorporating MVP feedback from supermarket buyers, we created product packaging with stand-out appeal – both from a brand perspective and to achieve maximum impact in stores (now available to buy in Sainsbury’s supermarkets across the UK).

Key Takeouts
  • Curation of an elevated brand look and feel to move the start-up forward on its journey
  • Creating strong brand principles for all future asset execution
  • Delivering a product packaging design aligned with customer and buyer expectations
  • Helping the brand founders to secure next round investment and growth