We live in a busy, dynamic, fast paced world with little time to cook from scratch. We all have good intentions but modern life gets in the way. Feeding the family, especially with young kids, is such a battle and getting them to eat well is an even bigger challenge.

With so much artificial junk found in many supermarket bakeries it was time to do things differently and reinvent the role bakery goods can play in our lives.

…and so Griddle was born. Founded by two flavour exploring flatmates in London on a mission to bring a better-for-you bakery to the freezer, that champions the power of frozen. The freezer is nature’s best form of preservation, meaning the food is as fresh as the day the day it was baked, has locked in goodness and uses no preservatives.

However, the current brand identity and packaging had become lost and outdated without any clear messaging or purpose. We needed to challenge misconceptions that freezer food equals poor quality and remind people that frozen is best. To do this we needed to give Griddle a radical makeover and reposition the brand to force reappraisal.

We asked ourselves the question “how do we show the warmth of freshly baked food in the freezer, in a fun engaging way, that communicates fresh as the day it was baked?’

Inspired by the world of bakeries we used the bakers paper bag to convey the message of “fresh”. Nothing says more fresh than being handed a deliciously warm fresh baked waffle, in a paper bag, ready to eat, smothered with honey and blueberries.

Tapping into the desire and joy of eating freshly baked waffles from the bakery, the box becomes the paper bag. The result is a fun, exciting and joyful packaging experience, modernising the brand and challenging the misconceptions that freezer food is poor quality, boring and bland.

We updated the word mark, with a new eye-catching design inspired by the grooves on a griddle pan. The brand mark is now bold, modern and gives Griddle the confident standout it deserves.