Making Frozen Cool

Bringing some warmth back to a frosty category, we took the compromise out of convenience with a joyfully bold identity for premium, frozen ready-meal brand Gourmade, lighting a fire in the freezer aisle with high colour, high impact design.

Our client said…

“We’re frankly amazed at the response we’re getting! Gourmade has fantastic shoppability and stands out with an irresistible personality that balances quality and charisma. We couldn’t be happier.”

Glenn Devenish – Co-founder, Gourmade

Of course, the main advantage to frozen is convenience. Research showed that while frozen is a category in growth amongst many demographics, it was baby boomers in particular that favoured its low-fuss appeal. Our strategy was to empower these people to spend less time in the kitchen and more time enjoying the new found freedom of their golden years. This inspired the name ‘Gourmade’ and strapline, ‘Live More. Cook Less.’

A frosted over freezer aisle of dark muted tones and me-too brands presented an ideal golden opportunity to make an impact. We created a stylishly simple pack architecture with a bespoke hand-written font for a home-made feel and set it against bright, bold colours to combat the clouded windows of supermarket freezers.

Frozen serves up a bounty of benefits, so we created a friendly, uplifting tone of voice to help inform and inspire customers and included personalised serving suggestions from Co-Owner, Jo Devenish, herself.

We created a lift and reveal box format to incorporate some mouth-watering food photography. For an extra ‘hand-finished’ touch we added the ‘Frozen from Fresh’ roundels and placed them randomly on front of pack.

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