Lavida Food asked Manifest to create a new brand to promote its delicious range of pastas, pates and sauces that also happen to be gluten-free. Lavida had the products ready to go but needed to create a brand that would have stand-out in a market full of 100% natural foods; all saying pretty much the same thing and looking pretty much the same as the last.
We held a Brand Manifesto workshop and using tried and tested methods, we were able to drill down and find the ‘why’ of the brand. From there we developed the brand’s essence, mission, vision & values. After that we created initial designs and name generation, all stemming from the work done in the workshop.
From the list of names, one stood out above the rest. Liberto was quirky, rolled off the tongue and it fit perfectly with our brand essence and strapline. The brand was born. A brand born from love. A brand that exists to improve people’s lives by making nutritious and delicious food available to everyone. A brand that has a love for life. Liberto!
To bring the brand to life, we created stand-out packaging for the pastas, pates and sauces. The logo was foil pressed to the packs gave a premium feel which was played off by the irreverent tone of voice that kept the brand’s feet on the ground. We added fun touches to the pack copy such as a little message under the flap that can only be read once it’s open (you’ll have to buy one to find out…) and commissioned beautiful food photography to complete the picture.
Throughout the project, we were keen to create something that didn’t look or feel like a gluten-free brand; a large part of the research indicated that those on a gluten-free diet often felt restricted with what they could eat, that they had to compromise on taste. Liberto is gluten-free food, but not as you know it.
The packaging was only a small part of the Liberto project which saw us create a full set of brand guidelines, website and sales collateral for the food brand.
Want to get your hands on these delicious products? Hop on over to Ocado who have the whole range in stock!