Start-up venture The Well Dressed Salad Company begins wholesale trading next week, with an identity designed by The Formation, as it seeks to develop a premium quality salad-led fast food concept in the UK.
The Formation will earn in excess of £50 000 for creating marketing literature, retail interior concepts, uniforms and delivery van livery, in addition to the visual identity.
The business is launching with a range of six dressings and 11 boxed salads. It plans to open a retail arm later in the autumn, while expanding its range of wholesale products over time, says The Well Dressed Salad Company director Mark Hill.
The company hopes to target health-conscious and time-pressured consumers and its products will be distributed through ‘smaller, upmarket, central London retailers like Cullens’, according to Hill.
Retail outlets, which will be branded Well Dressed, take their inspiration from the ‘toss to order production technique’ common in the US, and retail interiors will play on the concept of ‘food as theatre’, says Hill.
The consultancy was briefed to deliver a fresh contemporary look that took ‘stylistic cues from a 1930s influence’, says The Formation creative director Adrian Kilby.
The logo reflects the company’s dedication to salad and packaging for dressings uses pale, frosted glass bottles to deliver premium messages, he adds.
The Formation was appointed on the basis of recommendation in July and did not pitch for the work. The Formation senior designer Aimee Franklin worked with Kilby on the project.