Cully & Sully

Derrick Lin


Gourmet ready meals
Designed by The Brand Union, it scooped top prize in the packaging category of the 2006 Irish Design Effectiveness Awards for our work for Cully & Sully.
In 2008 Cully & Sully’s soup range won the prestigious Global SIAL d’Or award and the judges specifically referenced the “carefully designed” packaging.

Due to changing consumer purchasing and eating patterns there was significant opportunity in the Irish ready meals sector for delicious, nutritious and enjoyable meal solutions. Young entrepreneurs Colum O’Sullivan (Sully) along with Cullen Allen (Cully) from Ballymaloe House set about developing a range of gourmet ready-to-cook meals to target this category which is estimated as growing at 13% per year.

Our initial challenge was to create a brand proposition, name, identity and packaging design for the new range. It was important that Colum and Cullen’s passionate food credentials were communicated to the customer so that they would trust the products. The brand also had to be a fun and quirky experience and convey the founders’ youthfulness. At the same time food is a serious business, so the brand could not be too whimsical.

The Brand Union developed the brand by focusing on the personalities of owners, Colum and Cullen, and the fun they have selecting ingredients, recipes and preparing meals. We worked closely with them in developing the market positioning, brand personality and brand name.

Cully & Sully
Fresh soups

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