Hi-Veg lands in major retailer with new brand created by ilk.
Leeds-based integrated creative agency, ilk, has seen their creative work hit UK supermarket shelves, working with major new food brand, Hi-Veg. Currently available in Morrisons, Hi-Veg is a range of vegetable-based recipes that aim to enable shoppers to create quick, nutritious and genuinely delicious meals without compromise.
The brand approached ilk to help develop the recipes and range concept into a market-ready concept. Starting with the name, ilk were closely involved with all aspects of the branding project. It included everything from messaging, brand principles, TOV and brand guidelines right through to photography, packaging, website design and build, launch marketing and video scripting, shooting and editing.
Having launched Hi-Veg into Morrisons in September, ilk is now supporting ongoing brand communications and campaign activity.
Nev Ridley, Managing Director of ilk, commented:
“It’s been a fun process. As a creative agency, there’s nothing better than when a client gets you involved from the very start, and that was exactly what happened with Hi-Veg. We know meat-free is a highly competitive and rapidly growing category within the retail sector, so we kept a few key principles in mind at all times: Firstly, that the brand needs to be as vibrant as the product, and secondly, that we should deliver shelf standout. It’s fantastic to see it in stores now, and to be so closely involved with the creative and comms campaigns still to come.”
Nikki Stanfield, Brand Coordinator for Hi-Veg, commented:
“We’re really excited about Hi-Veg. We knew way back when we were doing initial tastings that we were onto something in terms of the recipes, but in some ways the quality of the product puts even more emphasis and importance on getting the brand right. We’ve worked alongside ilk on multiple projects, so we always had full confidence, but even so it’s been awesome to see the recipes brought to life as the Hi-Veg brand developed. I think they’ve done a great job in building a visual personality in-sync with the key messages we want to get across to shoppers.”