The Pure Food co.

Creating a delicious brand

Challenge

The Pure Food co. wanted to shift their brand to portray the strength of their products. Delicious, real and quality food for seniors. Their current brand had a B2B, sales led focus that needed to change.

“It is hard to find someone that you really gel with, and aligns with your vision. Having somebody you can trust, that understands the brief, and executes it, is hugely valuable. The work has had an impact on the company and the culture, we feel less like a food service/medical company and more of a purpose brand. The new Shapes product that Form & Function helped us with has grown from 0% to 70% of our business in 18 months. I would definitely recommend working with Form & Function.”

Maia Royal Co-founder & Director

Process

We worked with the co-founders and team members to create a brand that felt delicious, wholesome, premium and more focused on the consumer. Natural colours and illustrations were drawn from the the 'pure food' ingredients that go into their food. Photography was clean and simple, reflecting what they offer. Utilising the new brand we created a campaign to launch their exciting new 'Shapes' product. This included a website landing page, video, brochure, digital and social ad creative.

Transformation

The branding signalled the quality and deliciousness of Pure Food's products that commanded a higher price point to competitors - consumers paying 50% more for the Shapes product. The sales of the Shapes product has grown from 0% to 70% of the business in the last 18 months. Feedback from clients and business partners has been overwhelmingly positive and The Pure Food co. continues to grow in other markets. The Australian market has grown 5 times in 5 months driven by the Shapes product and brand.