Getting prepped
The Brief
Transform tinned goods from fusty and forgotten to food for the future.
The Insight
With rising living costs and climate change, it’s now even harder to get what we need from fresh fruit and veg.
People don’t see tins as the solution. But they actually have the power to save us, with their fair share of nutritional benefits, sealed fresh for whenever you need them.
The Idea
Get Prepped. Food for the end of the world (or for when it feels like it is).
Emergency mid-week meal, dinner guests, doomsday. When you’re not prepared, it can feel like the end of the world.
Prepped takes the ‘break glass in emergency’ attitude we all have about tinned food – and owns it. A go-to brand to save your suppers, not a regretful last resort.
With a utilitarian aesthetic straight out of an apocalypse movie, Prepped’s identity is polished and premium, with a technical edge. A far cry from the stale shelves occupied by own label.
Satirical, sensationalist language ramps up the drama by positioning Prepped as the answer to all life’s last minute disasters – culinary or otherwise.
Grid lines inspired by draughtsman’s drawings, and technical iconography add craft and ownability to the identity. While the on pack illustrations and close up fruit photography feel fresh and foodie.
“This notoriously drab category needed some drama. With the name ‘Prepped’ we could communicate the convenience of the product and have fun with the everyday ‘emergencies’ the brand can save us from. Whether it’s an empty fridge or a nuclear level tantrum, Preppers are ready for anything, just like the food itself.”
Lizzie
Senior Copywriter
