BUILDING A BRAND IDENTITY for a uk-based meal prep Business

There’s a new meal prep and meat supplier in town! UK-based Offally Good sets itself apart from the crowd by providing the usual farm meats and offering a diverse selection of organ meats, commonly called ‘offal’, on its menu. 

Offally Good is poised to become a favorite among athletes, fitness enthusiasts, and anyone seeking alternative nutrient sources and a broader range of culinary choices.

The brand chose to work with Jill Smith Studio to help build their brand and help their business. From conceptualization to execution, this article breaks down how we created Offally Good’s brand identity.

From Concept to brand

The Brief

The initial brief is to build a brand for the UK-based meal prep service and meat supplier. By providing the business with a brand-building template, we identified its unique selling point, objectives and goals, and target demographics.

Choosing a Business Name That Fits

The brand name and logo design is the face of a business. We worked together to create a catchy name and design a logo that is aligned with the brand’s vision.

The owner wanted a catchy and witty name that would attract their customer base and that would emphasize its commitment to offering alternative meal options. The brand aims to build a community of athletes sharing a common lifestyle and also believes in locally sourcing a mixed range of meat that most people overlook. 

Incorporating these often overlooked treasures, the business elevates the nutritional content of each meal, providing a healthier and more varied dining experience compared to conventional options.

In line with its vision and mission, the following curated name suggestions were submitted for the owner’s approval:

• Forget Meat Not

• Alt Fuel

• Variety Meats

• Offally Good

Derived from the fusion of the expression 'awfully good' and the term 'offal,' 'Offally Good' evokes a catchy tone with its witty wordplay. The word 'awful' sometimes carries a negative connotation, but when used in proper context and syntax, ‘awfully’ means very good. After testing the market, the name clicked and the business recognized the marketing potential.

VIBRANT VISUALS

The Logo

The brand went with an icon logo depicting a silhouette of a wolf. An apex predator and symbolizing many things, the grey wolf is known for its hunting ability with their pack to embark on a collective hunt for food.

Within the wolf's diet, they typically feed on larger organs, such as the heart, liver, lungs, and kidneys which are believed to be the most nutritious. This nutritional diet reflects the brand's focus on providing meal options that utilize wide and varied meat selections.

The first concept is inspired by the witty wordplay of the name, a caricature of a grey wolf seated on a liver-shaped rock, taking a siesta after a meal, along with a hand gesture of approval. The customized Montserrat logotype creates a vintage butcher’s shop-style typography.

The second concept visually symbolizes strength and boldness. The wolf is howling while leaning on a liver-shaped rock. We added the full moon to add a quirky vibrant touch that shows the brand’s energy. The Mendl Serif logotype is a heavy font to depict clarity and reliability.

As a designer and brand consultant, Jill Smith Studio provides businesses options to pick from so they can visualize their concept and decide on the option that best reflects the image they want to represent their identity.

Selecting brand colors

Selecting The Signature Palette

The primary color palette we picked reflects the brand’s mission:

• White - clarity and professionalism: Embodies commitment to transparency and excellence. 

• Orange - energy and excitement: Reflects dynamic and innovative nature. 

• Black - strength and resilience: Symbolizes unwavering commitment.

Selecting Secondary Colors

The brand’s palette includes secondary colors cream and green, which play vital roles in warmth and approachability that connect the brand to their consumer base. 

• Cream -  trust and harmony: Reflects building long-lasting relationships. 

• Green - wellness, growth, and humility: Embodies dedication to nurturing community and staying humble in every milestone achieved.

Packaging

Sustainability is Offally Good’s core value. The brand is committed to using viable and environmentally friendly materials for their packaging while ensuring the quality of the products they serve.

In addition to minimizing the use of materials, Offally Good prioritizes a minimalist design to maintain the smooth assembly line that Jill Smith Studio advised to conserve manpower and use resources efficiently.

The brand has chosen a basic structure for the packaging sleeve that slides easily over a sealed container. This simple yet ingenious design is easily stackable and does not occupy much storage space.

The straightforward graphic design presents a recognizable logo which provides a clear and informative description including an infograph of the heating instructions and the information about the meal. The design provides an editable sticker template adaptable to the meal and menu.

Its simplicity stands out in contrast to the vibrant colors of the food.

Offally Good have successfully launched their business on April 9, 2024. Check out their Instagram for more information.