Midlands design group Purple Circle has created the name, branding and packaging for food brand Foo Go, which launches within the M25 region next month.
The consultancy won the £50 000 job without a pitch, based on its previous work in the health store sector. It has also created the livery for branded Foo Go chiller cabinets.
The idea behind the brand is that “food on the move doesn’t have to be rubbish”, says Purple Circle managing director Michael Slack. The industry-wide move to improve the quality of convenience food is reflected in the January launch of Bird’s Eye Enjoy!, a premium range of frozen ingredients.
“Consumers are driven by health issues more than ever,” he adds.
Foo Go offers a range of 30 products in eight categories, including sushi, sandwiches, juices and cakes. It is aimed at an upmarket audience.
The small branded chiller cabinets are designed to go into railway stations, staff canteens and other “unexpected” areas. They will be restocked and maintained by Foo Go.