Coley Porter Bell has created the name, branding and packaging for The Hungry Wolf, the first branded product from Fresh Pak Chilled Foods, the UK’s largest dedicated manufacturer of sandwich fillings.
The Hungry Wolf deli fillers are designed to be served hot with bread. The brand aims to open up a new segment in the £126m deli filler market using the language and cues of gourmet street and festival food. It is positioned as ‘gourmet street tucker you can enjoy at home’.
Coley Porter Bell developed the Hungry Wolf name which has associations with appetite and satisfaction. The agency also developed a visual language for the new brand based on imagery of street food.
Each variant has it own colour code to aid navigation. The pack backgrounds are blackboard textured–and key information is provided in a bistro pub style chalk lettering. Vintage style-icons provide traditional quality cues. Because it’s a new category, the packs contain three step instructions for product use, reminding consumers that it is best served hot.
The new brand consists of premium British pulled meat in sauces and seasoning. It comes in three flavours, Pork and Apple, Beef and Horseradish and BBQ Pork.
Hungry Wolf will be available in Tesco in the Chilled Convenience aisle.
Stephen Bell, Executive Creative Director of Coley Porter Bell said: “This is a very high quality product that offers a delicious alternative to conventional sandwich fillings.“ “It was an exciting challenge to develop the first brand for a highly successful unbranded provider while opening up a new segment in their market. This meant the branding and packaging had to work much harder than usual.“
Fresh Pak supplies own label sandwich fillings to the major multiples. Founded over twenty years ago it now employs 370 people at their site in Yorkshire. ENDS