Fresh Pak Chilled Foods has unveiled The Hungry Wolf its first branded product with name, branding and packaging created by Coley Porter Bell.
The Hungry Wolf deli fillers hope to open up a new segment in the £126m deli filler market using language and cues of gourmet street and festival food.
Positioned as ‘gourmet street tucker you can enjoy at home’, The Hungry Wolf name has been developed to create associations with appetite and satisfaction. Coley Porter Bell has developed a visual language for the brand based on imagery of street food with each variant assigned its own colour code to aid navigation.
The pack background blackboard texture, chalk lettering and vintage style-icons aim to provide potential buyers with traditional quality cues. As the product is new to the market Coley Porter Bell has included instructions for use and a reminder that the product is best served hot as part of the pack design.
“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,” said Stephen Bell, executive creative director of Coley Porter Bell.