Kerry Foods has approached Dragon Rouge to help create a brand name, story and packaging for its new quick-to-heat meals range.
Sold exclusively in Waitrose, the range is aimed at those who appreciate good food but have little time to cook from scratch. Dragon Rogue was tasked with creating branding that would appeal to discerning foodies, presenting them with a collection of recipes and fresh ingredients crafted by Kerry’s chefs.
The Little Urban Food Company features a quirky and light-hearted style with bold, colourful graphics. Each recipe dish is freshly packed into a durable, re-sealable pack that’s ready to microwave, with the bonus of being reusable for other storage afterward too.
Dragon has created a brand ambassador in the form of a little chef who has cycled the world to search for the best recipes, herbs, spices and fresh ingredients for the range.
“The opportunity to create a colourful new brand for food lovers like ourselves who don’t always have time to cook is really exciting – and we’re pleased that the feisty chef we’ve created, with his range of Little Urban Food Co recipes, is now making a bold appearance on Waitrose shelves,” remarked Marie-Therese Cassidy, creative director at Dragon.