Making suppertime super-time.

Hungry Heroes Disciplines: Branding & Packaging

Iceland needed a new brand creating for a range of natural, environmentally friendly and kid friendly frozen meals. CHILLI came to the rescue.

Giving kids the healthy diets they need is hard. Iceland wanted to make it easier for parents with a new range of freshly-made ready meals. They had the proposition all ready to go. But they needed a super brand to bring it all together.

So we created Hungry Heroes, a frozen food range with ‘no added nasties’, meaning no artificial preservatives, colours or flavours and no added sugar. This name set the tone for the entire brand, which we took from concept to full roll-out.

We gave the new identity a natural, handmade feel and plenty of colour to stand out on the shelf. With a range of products, we then created brand guidelines for the packaging for each meal solution with its own colourway.

One of Iceland’s biggest own-brand launches to date, the range represents a culmination of over a year of research and development. Features such as the front-of-pack labels aim to make it easier for families to make smart choices while shopping.

It’s a heroic range in many ways. Using the state-of-the-art technologies, Iceland have created fully recyclable paper-based packaging for the range. What’s more, five pence from every pack of Hungry Heroes sold goes to the Alder Hey Children’s Charity.