The perfect meal out, in.

Boxed Disciplines: Branding & Packaging

A renowned innovator in the field of frozen food, Aunt Bessie's owner, William Jackson Food Group tasked us with creating a brand for its new premium meals range.

From creating the brand name and overarching concept to rolling it out across five vibrant packaging designs, we worked closely with William Jackson throughout the entire process to create a brand designed for a younger demographic.

The name is a nod to the packaging. Made from recyclable and sustainably sourced paperboard, we wanted to draw attention to the distinctive format of the product range, which offers freshly-made, fast frozen meal solutions for two.

The brand identity has been designed with colourful food shapes, referencing the freshness of the ingredients. We also provided the strapline, “The perfect meal out, in” and assigned colourways to each product to enable easy differentiation.

Nicola Bates, Brand Manager at Boxed, commented: “From the moment the team at CHILLI presented our new Boxed brand, we loved it. The packaging looks beautiful and we are looking forward to finally seeing it on the shelves.”

Boxed is now available in Tesco stores nationwide.