Guilt Free Food will offer cold-pressed juices
and soups delivered to your door, every week.
I was asked to create a new brand that would stand-out in an increasingly competitive space – the organic, cold-pressed, subscription juice market. The project started by reviewing the competition and looking at who was most likely to buy the product, while generating a batch of potential brand names. Guilt Free Food stood out as it “does what it says on the tin” so was easy to understand the business straight away.
It became clear that most other brands competing took themselves incredibly seriously, many appearing to lay on the marketing spiel so thick that they came across entirely insincere and unbelievable. I wanted to develop a brand that was tongue-in-cheek… yes this food is great for you, but no we’re not going to lie to your face about it. There was an opportunity to use humour to grab people’s interest, and I conveyed that in our billboard ads, on our website and, most importantly, on our packaging. The visual and verbal language deployed was key.