Eat Real

REAL & PROUD

Identity
Packaging
Brand World
Production
Guidelines

We brought colour and flavour to this free-from snacking original, helping the pack to deliver on the brand name and making sure consumers would remember more than just ‘hummus chips’. With real ingredients, real flavour and real crunch inside every bag, the new design keeps it real on the outside as well.

Business Challenge:

Back in 2013, free-from foods were medical necessities available on prescription. Enter Eat Real – a range of snacks made from real, delicious ingredients that were naturally free from gluten and dairy. Their hummus, lentil and quinoa chips quickly gathered a cult following of free-from snackers who loved the product but struggled to remember the brand name.

Fast forward to today and free-from isn’t simply a medical need but a lifestyle choice. Functional design codes have been left behind, replaced by colourful and characterful foodie brands. In this bold new world Eat Real felt cold, artificial and lacking brand equity – so our challenge was to reinstate the free-from OG in the category it had helped to build.

Creative Solution:

Our aim was to celebrate the promise of the brand’s name, building a world of real flavour, real crunch and real taste.

We crafted the brand marque and leaf icon and made them centre stage on pack, celebrated the natural beauty of real ingredients through refreshed photography and used the white bag as a canvas that feels fresh and distinctive, rather than clinical and cold.

The result is a design system that heroes the brand but makes it easy to shop the different snack formats and flavours available, with enough stretch to accommodate products outside of the core range including Kids and Organic. Because ‘free from’ doesn’t have to mean free from flavour.