The following Oil packaging has been designed by Family (and friends) as well as the branding, naming and the brand positioning. Congratulations for this job!
The disruptive name ‘Weed & Wonderful’ was coined, celebrating the positive, surprising nature of seaweed and its properties, whilst normalising the notion of consuming what many people only know as a Chinese or Japanese delicacy.
Derek Johnston, strategy director at Family (and friends), said: “The key insight for us was that whilst seaweed is nothing new in our diet, the vast majority of consumers think vegetation from the sea is somewhat weird. Our drive is to help people discover the invaluable properties that it can offer for our health, as well as the taste experience.”
“The visual identity illustrates gently swaying seaweed, anchored to the typography from which it grows. It’s an easily recognisable icon that has potential to stretch across many food categories, standing out in health stores and major retailers alike”, added Alex Durbridge, creative director.