Loaded

Designed by Dragon Rouge, United Kingdom.

Meals for mammoth-sized appetites

When hunger strikes, and time is short, a chilled ready meal that’s hot and tasty from the microwave in minutes can really hit the spot. But sometimes the ready meals already available just aren’t big enough to be really satisfying.

So, recognising the opportunity to launch a broad selection of meals that would be more generous and filling, Kerry Foods invited Dragon Rouge to create the brand name and pack design for a new range to be sold exclusively in Morrisons. Each recipe variant, inspired by different ethnic cuisines, would be created by Kerrys’ expert chefs to be deliciously tempting and substantial, using authentic herbs and spices – some with tender chicken, others with meatballs, and all with a hearty serving of potato wedges, pasta or rice – making an ideal meal for anyone on the look out for a heart-warming plateful of good food.

At Dragon Rouge we took our inspiration from the ‘big fill’ idea, creating bold and impactful branding for this chilled range building on its ‘load’ of great taste and enticing ingredients. And so the Loaded brand was born, with its chunky fork icon, strong colour coding and abundant food photography, shouting its man-sized credentials on shelf.

Deborah Carter, Client Director at Dragon Rouge says: ‘Working on the creation of the Loaded brand with its mouth-watering array of generous meal ideas made us all feel hungry! We now can’t wait to see Loaded with its bold graphics and manly persona on sale in store’

Available in a range of 9 recipes including Chicken Tikka Masala, Mac n Cheese and Piri Piri Chicken, Loaded ready meals are on sale in Morrisons stores nationwide.