With competition muscling in on Youfoodz claim for shelf presence in the Petrol & Convenience retail environment, an already established Youfoodz large range needed to refresh, rebrand & expand.

Based on strategic category and market reviews, combined with consumer insights, the male ready-made meal consumers are looking for protein, gut fill and flavour without compromising on nutrition to keep them fueled for longer. The Youfoodz large range needed to appeal to a more masculine demographic, primarily men, such as tradies and gym goers, who are generally time-poor and needing to grab-a-meal-on-the-go or when filling up at the servo.

My process of elimination began by streamlining the existing brand elements and simplifying the use of colour, texture and language, while still looking fresh and highly visible. Working towards a clean, minimal sleeve design, while keeping important information such as Protein call-outs highlighted.

So what would a customer expect from a meal range targeting active individuals (especially men) look like on retail shelves? I explored devices that would visually represent what the meals were offering? With Xtra Protein, Xtra portions, Xtra Value, the iconic “X” was born. Developed a masculine X shaped sleeve design which was completely own-able for Youfoodz.

The importance of a brand name that would compliment the sleeve design was critical, especially with launching in the petrol and convenience retail space. The “Fuel’d” name was a clear winner. Fuel’d is an adjective with verb-like qualities. It implies action but you are Fuel’d for action, which was perfect for the intended target market. The wordmark speaks to speed, convenience and an active, vibrant, protein based meal offering to look forward to. The Fuel’d name is a distinctive part of the brands tone of voice that brings energy, excitement and impact to the chilled food category.

Fuel’d has increased brand awareness with a range that has wide appeal to all Aussies, supported by the appointed brand ambassador and face of the range, Daniel Ricciardo. A high profile, much loved Aussie Formula 1 racing car driver, who continues to resonates with male audiences.

The results speak for themselves. Fuel’d has been a remarkable success with double-digit increases since launch, experiencing a 59% increase in sales in its first quarter. Proving that effective design starts with understanding the consumer and what motivates them. By using a strong idea to champion and inspire, the new refreshed and expanded range, puts Youfoodz at pole position.