Agency: mono, Minneapolis
Copywriter: Gil Muiños
Creative Direction: Joel Stacy
In early 2016, two Bay Area entrepreneurs came to mono with an idea that revolved around a simple belief: feeding your babies the best possible food shouldn't be a luxury. It should be easy, and it should be made with real, unprocessed ingredients. The founders had the sourcing and distribution plan in place, but nothing else. So we got to work and built the brand from the ground up; providing the strategic platform, name, logo, package design, and tone of voice. The result: Raised Real – a weekly box subscription service that delivers farm-fresh baby food ingredients to the doors of busy parents. All they have to do is steam, blend and serve.
The name rose to the top because, to us, "real" captured the spirit of the brand. Real food, flash frozen at the peak of freshness, and with complete transparency of how the food is grown and sourced. But it also touched on a belief in parents staying true to themselves and ignoring societal pressures to be perfect parents. Instead, just keep it real.
With the name in place, the logo and brand book followed. The goal was to create a clean and thoughtful design system elevated for adults. Breaking from the childlike color schemes and corny farm imagery of the baby food category. With simple guidelines for easy implementation once we handed it off to the Raised Real team back in San Franscisco.
As a result, the branding was a critical component to partnerships and funding that accelerated the founders' launch and expansion plans. Raised Real boxes with hit high chairs up and down the west coast starting in the first half of 2017.
THE WORK –
SHIPPING BOXES –
FOOD POUCH DESIGN –
DESIGN SYSTEM APPLICATION (PRINT) –
DESIGN SYSTEM APPLICATION (SOCIAL & DIGITAL) –
ILLUSTRATED FOOD PATTERNS –