Creation of a new sub brand and line of products from Fleury Michon aimed at 17-25 year olds. The aim of this product was to disrupt the french ready-meal category with a radically new, no nonsense offering. The design and name we created supports this positioning. The name "Vraiment" means "Truly" in french, the hand drawn graphics and craft box all communicate the brand's desire to break away from the traditional over marketed offering.
The concept was a success and was voted 6th best innovation of 2010 according to Nielsen, with a 7,13 million euro turnover within the first 9 months of launch.
Categories: Design concept, Brand strategy, Naming, Identity design, Package design, Illustration.