Foo-Go parent company Greencore, which has recently merged with Northern Foods to form Essenta foods, appointed Origin Creative following a three-way creative pitch in October 2010.
Origin has been working on the project for about a month, and will be refreshing the brand across the entire suite of products, which includes sandwiches, sushi and smoothies.
Matt Casey, creative director at Origin Creative, says, ‘Our angle is to get the brand to act more as a brand. What sets Foo-Go apart from other sandwiches is that it’s a brand, and we want to maintain that.’
The consultancy is currently using focus groups to decide on its approach to the final redesign.
‘With sandwich packaging you have a small area to work with,’ says Casey. ‘It’s about trying to be as creative and impactful as possible with a very confined space.’
A spokeswoman for Foo-Go says, ‘We were impressed with Origin’s ability to understand the brand design requirements for Foo-Go and also to appreciate the consumer mindset and the opportunities that presents.’
The new designs will begin to roll out in March.