Food Thoughts rebrand

Agency: The Space Creative
Creative Director: David Thomson
Senior Designer: Sylvia Dougan
Senior Designer: James Urmston
Location: United Kingdom
Project Type: Produced
Client: Food Thoughts
Product Launch Location: United Kingdom
Packaging Contents: Cocoa and Cacao based baking ingredients
Packaging Substrate / Materials: Cardboard tub

Food Thoughts, the leading brand for cocoa and cacao-based baking ingredients, has been rebranded by The Space Creative.

As a result of the pandemic, sales of home baking ingredients in supermarkets have seen strong growth, with Brits spending an extra £139.6m on ingredients and supplies, bringing the category’s value to £900.7m (Source: Kantar 2021). To capitalise on this growth opportunity and expand their sales, Food Thoughts chose to work with The Space Creative who are known for creating vibrant, confident packaging designs and marketing campaigns for numerous challenger brands including Pukka, Sheese and Faith in Nature.

Food Thoughts’ ingredients are all ethically sourced using the finest single-origin cacao bean varieties and are processed using only natural methods to ensure all the healthy nutrients are retained, ensuring the best quality chocolate ingredients for rich, velvety and tasty chocolatey results.

David Thomson, Creative Director at The Space Creative says “Our brief was to better communicate the exceptional quality of each product and help the brand standout in a crowded supermarket fixture, appealing to baking novices and professionals alike”.

The final design helps to celebrate and inspire a nation of happy bakers. “We wanted to create a design that generates an emotional response in a sea of packaging featuring cake photography. We built on the idea that baking is an expression of love for friends, family, and the community around us. Our unique illustrations for Food Thoughts create that sense of community and celebrates the joy that baking brings to people’s lives.”

Food Thoughts founder, Fiona Esom, says The Space helped the brand to challenge the status quo: “We are delighted with the design which is beautiful, with a well thought out rationale and it has been very well received by consumers and retailers.”