“Established 2 million years B.C. (Before Cereals), The Primal Kitchen are a new health food brand based upon the caveman diet. Launching with the UK’s first Paleo bar they have Mammoth plans to change the face of healthy eating. Through design and copywriting this brand creation needed to communicate the Paleo nature of this new health product and bring the cave man diet into the modern world.”
Founded by Suzie Walker, a nutritionist, The primal Kitchen is focused on bringing back the diet of the Paleolithic humans. The UK-based health food brand is working to make the paleo lifestyle easily accessible.
“Suzie had a background in the food industry and knew that while the product was unique in the UK market at the time and tasted great, it was easy to copy. Strong branding and packaging was essential.”
Midday created the packaging design with the intention of highlighting primary ingredients. The minimal look of the packaging is “uncluttered by superfluous information.” The simple color combinations and fonts work together to increase the shelf value of the product.
“The brand personality conveyed via the visual and verbal identity spoke to an emerging consumer mind-set: those suspicious of processed foods. The brand values run through all that the brand does: Honest, Simple, Fun and Brave. This connected with customers.”