TRUEfoods

Bringing a trade secret into people’s home.

TRUEfoods wanted to refresh their branding to be more up to date and launch a new B2C range. Our idea was to lift the brand and reposition them as the most premium maker of stocks and sauces. Built on culinary principles, we set about diving deep into their process and bringing this to life through design. We also made a conscious decision to reflect TRUEfoods' values and only use British companies for the design, material supply, and manufacture of the new packaging. This approach aligned to their goal to only source ingredients from British suppliers, wherever possible.

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TRUEfoods old & new logos

Stocks range packaging

For the at home chefs

We created a visual B2C pack, built on TRUEfoods’ provenance as a staple in commercial kitchens, by creating a utilitarian design that was minimal in execution and let the quality of the product speak for itself. We introduced a white central panel on the front that houses the product information. whilst also providing a nod towards the idea of classic chef whites, paying homage to the passion and professionalism of at-home chefs.

Packaging Range

Three clear windows on the pack allows the consumer to see the clarity of the stock and let the product do the talking. The relaunch of partner brand chefsTABLE, which offers intimate dining experiences in their North Yorkshire factory, allowed the consumer to experience the brand further and added to the professional credentials of the product.

Stocking up

TRUEfoods’ products are held in such high regard within the B2B hospitality industry. A major goal of the project was to sell more of their products to consumers. The range of new packaging creates a unified in-store appearance with a point of difference from the market, which has strengthened their appeal to commercial buyers. Further to this, we created an online shop to provide a platform whereby TRUEfoods can reach their customers more efficiently and rely less on stockists. Built in Shopify, the new online store was delivered at speed, whilst providing wider digital marketing benefits.

chefsTABLE website

For chefsTABLE, we created a stand alone website where they could talk about the sub-brand in more detail, including the lengths they go to be as sustainable as possible. Most importantly we implemented online booking functionality, moving it from a manual email process to a time saving automated one, allowing chefsTABLE dining experiences to sell out in minutes with each release!

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TRUEfoods Guidelines

Wholesale vegetable stock

Thai Asian Broth

Many products, one system

As part of the process, we created a design system and hierarchy for the packaging that clearly houses the product name, flavour signifier, description and brand information. This allowed TRUEfoods to easily translate existing products into the new system, and facilitates new product launches in the future. This was demonstrated by the launch of the Asian broth range, which adopted the new hierarchy but kept the tent card format, as it is more suitable for smaller batches.

Christmas sauces & gravies range

We used the same hierarchy to develop the Christmas range of products. To create a more glamorous feel, we used a matte varnished foil pouch, which gave the products a shimmer. We also added festive decorations, incorporating snowflake iconography to create a snow drift effect across the range of packaging, only visible when they’re lined up on shelf.

The finer details

The move to a fully printed pouch reduced their production and fulfilment processes, along with the number of materials used in the packaging. The new packs also introduced a recycled material substrate, bolstering TRUEfoods’ sustainable credentials. As part of the project it was a conscious decision to reflect TRUEfoods’ values, which give importance to sourcing ingredients from British suppliers. As a result, these values were reflected within the manufacturing process by using British companies for the design, manufacture and material suppliers, where possible.

Take Stock

The TRUEfoods website won a Bronze Lovie Award as well as the prestigious People's Lovie Award in the Food & Beverage category of the 2022 The Lovie Awards.