Hitting the mark for frozen foods.
Birds Eye
A shift in perception
With the aim of inspiring consumers to be healthy every day, Birds Eye’s Chicken Grills range is made with 100% chicken breast, and free from artificial colours, flavours and preservatives.
Birds Eye challenged us to help shift the existing perceptions of this segment from that of a guilty, back-up solution for a lazy dinner, to a delicious and trusted staple for any meal.
Birds Eye challenged us to help shift the existing perceptions of this segment from that of a guilty, back-up solution for a lazy dinner, to a delicious and trusted staple for any meal.
Range identity
Packaging
Art direction
"We wanted to inspire the customer by creating an easy to navigate range which demonstrated the everyday versatility of chicken. We did this by modernising and simplifying the design using a contemporary photography style and inspirational recipe ideas whilst reassuring on the quality you expect from Birds Eye."
Coulter Patton
Creative Director, BrandMe
Approach.
The taste of simplicity.
We knew we had to reassure consumers about the high quality and taste of each product, without stretching into fine dining. The key was to communicate ‘everyday proper food’.
We achieved this through simplifying the chicken range identity, which sits front and centre on pack, clearly communicating the 100% chicken breast proposition and providing reassurance on product quality. We also developed a more taste-driven approach to photography, showing the versatility of the product for healthy and delicious meals.
In addition, we developed a clear and simple varianting system and reduced inconsistencies by optimising Birds Eye’s ‘Chicken Shop’ design into a harmonised design system across the portfolio. Through simplicity and clarity, the consumer can now easily identify the brand and product variant. But simple doesn’t mean boring – we brought excitement to the packs through introducing more colour and appetising takeaway cues. Deliciously simple, and simply delicious.
We achieved this through simplifying the chicken range identity, which sits front and centre on pack, clearly communicating the 100% chicken breast proposition and providing reassurance on product quality. We also developed a more taste-driven approach to photography, showing the versatility of the product for healthy and delicious meals.
In addition, we developed a clear and simple varianting system and reduced inconsistencies by optimising Birds Eye’s ‘Chicken Shop’ design into a harmonised design system across the portfolio. Through simplicity and clarity, the consumer can now easily identify the brand and product variant. But simple doesn’t mean boring – we brought excitement to the packs through introducing more colour and appetising takeaway cues. Deliciously simple, and simply delicious.
