kg design – made for you project
Project overview: made for you by kerry foods
KG Design collaborated with Kerry Foods, the UK’s leading manufacturer of frozen food, on the launch of their first wholly-owned brand, Made For You. The primary objective was to redefine the frozen food market perception, demonstrating that frozen meals could be both fresher and healthier alternatives to chilled ready meals. This involved a significant shift in brand positioning and a focus on quality and chef-inspired recipes.
Creating a premium brand identity
To achieve this ambitious goal, we introduced a more premium brand positioning. The core concept centered around showcasing the meticulous consideration and professional chef preparation behind each meal. We explored numerous name ideas and brand styles, ultimately selecting a name that strongly influenced the overall brand direction. This ensured the brand felt authentic and reflected the quality of the food.
Delicious food photography and chef endorsement
A key element of the visual strategy was delicious food photography for the front of pack. To further solidify the brand’s credibility, we featured Kerry’s head chef actively preparing and tasting his creations for the Made For You range. This direct involvement from a culinary expert emphasized the quality and care put into each meal, resonating with consumers seeking authentic, chef-inspired cuisine.
Introducing 'chilled-style' bowls to the frozen category
KG Design pioneered a novel approach by introducing 'chilled-style' bowls to the frozen food category for the first time. This innovative packaging format instantly differentiated Made For You from traditional frozen meals and contributed significantly to its immediate impact on the market. The bowls communicated freshness and a premium dining experience, appealing to a wider consumer base.
Launch success and market impact
The Made For You launch proved to be exceptionally successful, quickly achieving over one million sales in the first six weeks. This remarkable performance demonstrated the effectiveness of the brand strategy and solidified its position as one of the most successful launches within the frozen food sector in recent years. The rapid success led to Kerry Foods requesting KG Design’s assistance in launching further brands.
Further projects with kerry foods
Following the triumphant launch of Made For You, KG Design was commissioned to support Kerry Foods with subsequent brand launches. This ongoing collaboration reflects the strength of our partnership and KG Design’s expertise in creating impactful and commercially successful retail brands. See Kerry’s second launch < < back to portfolio.