Youfoodz growth from its humble origins of ready made meals – home delivered, to creating a new refreshed, confident visual identity that takes the packaging range and helps elevate its journey into the chilled food aisle of retail environments. A range of meals that secure listings within large supermarket chains throughout Australia.

Tasked with creating a packaging re-fresh for the regular meal range and visual language that’s able to talk to a new generation of consumers, while at the same time delivering the freshness that’s synonymous with the Youfoodz brand. I starting with a complete overhaul of the sleeve design. I wanted it to be dynamic and exciting, both modern as well as creating an ownable design expression that brings a sense of movement and simplicity to the brand’s kit of parts… one that would ultimately capture the attention of both consumers and retail partners.

From modernizing and simplifying the brand’s packaging architecture, my focus was to create a range that was much more cohesive – one that incorporated a brighter colour coded protein strip call out, clearer typography and showcasing real-food photography cueing freshness, that amplifies natural goodness, quality and taste in a authentic way.

From a previously straight edged, rectangled shape, the new dynamically styled and angled meal sleeve design, enhances product visibility whilst maintaining the Youfoodz textured green for maximium shelf impact as well as overall brand recognition.

The regular range now embraces the all-encompassing idea of ‘Healthy Eating Made Easy’ that brings flavour, goodness, choice and seamless convenience to the chilled food category.