SumoSalad is a healthy fast food alternative with a network of physical stores, as well as the ‘MySumo’ digital platform and catering services. SumoSalad saw the opportunity to enter the grocery and convenience retail channel with a range of healthy, chef-led recipes. The challenge was to develop a new Sumo brand that leveraged their existing reputation whilst opening them up to the opportunity to expand their range into other categories.
The solution was a new brand extension called SumoWell. We rooted the brand in ‘wellness’ rather than just ‘health’. The targeted consumer were those that wished to make better food choices without depriving themselves of enjoyable food.
Lively illustrations feature across packaging and collateral. Displayed in bright colours, they inject energy and personality that is often lacking in conventional health food category codes. The packaging formats ensure transparency, allowing consumers to see the appetising food, whilst maximising brand presence on shelf.
