Our Revolution – SumoWell
Sydney based, branding agency Our Revolution were engaged by healthy convenience food brand SumoSalad to create their brand extension, SumoWell.
SumoSalad had the ambition of launching an in-store retail brand that gave them license to introduce healthy, appetising food beyond salads. In order to do this, Our Revolution created the brand SumoWell.
From naming, to brand positioning, packaging design and supporting collateral, Our Revolution built the foundations of the brand on ‘wellness’ as opposed to just ‘health’. The packaging design was crucial in showing the fresh tasty ingredients whilst also injecting lively, organic style graphics and personality driven language that is so often missed in typical ‘health’ food packaging.
The initial brand launch has 3 product ranges across 12 chef-led recipes. Therefore, consumer navigation was key, ensuring it was easy to decipher different flavours and product benefits and yet still create a distinctive brand that shoppers would notice in store.
“As SumoWell stretches beyond salads in the future, we created a brand toolkit that could represent a variety of food products, whilst retaining the ‘freshness’ credentials the masterbrand, SumoSalad, had already established.” said Creative Director, Jen Doran.
“Our Revolution have an innate approach to consumer branding, packaging design and understanding the customer journey,” says Gemma Fitzsimons, Sumo’s Head of Marketing.
With a keen focus on product and packaging innovation, a number of new ‘wellness’ products will be launched under the SumoWell brand later this year.