Firepot Foods Rebrand by the The Collaborators

Firepot Foods Rebrand by the The Collaborators / World Brand & Packaging Design Society

The Collaborators - Firepot

The idea that dehydrated food can taste great and have healthy local provenance really caught our eye and led John, the founder of Firepot, to win the much coveted 2018 Seed Fund. Our task was to help elevate his brand to become not merely food but an essential piece of kit in the minds of explorers and adventurers.  

With John’s help, we set to work creating vibrant distinctive packaging that wouldn’t look out of place next to the world’s leading outdoor equipment brands. We opted for an ‘extreme’ yellow that was bright enough to spot at the bottom of any rucksack, whether in a blizzard or a boat. Made by just adding water, we also ensured the simplicity of the product was echoed in our minimalist style. With a striking brand name climbing up the side of the pack and our new logo prominent, the updated look added confidence and prestige. For an important touch of warmth, we applied more gentle colours to the food description labels, adding appetite appeal and comfort. The whole design also transferred beautifully to the innovative brown biodegradable packs, made from bio-based sources and fully compostable. 

Since launch, Firepot has been a huge success amongst the expedition community, having already been taken up Everest, into the Gobi Desert, on the Marathon Des Sables and sold to customers in over 25 countries.

Firepot Foods Rebrand by the The Collaborators / World Brand & Packaging Design Society
Firepot Foods Rebrand by the The Collaborators / World Brand & Packaging Design Society
Firepot Foods Rebrand by the The Collaborators / World Brand & Packaging Design Society
Firepot Foods Rebrand by the The Collaborators / World Brand & Packaging Design Society
Firepot Foods Rebrand by the The Collaborators / World Brand & Packaging Design Society
Firepot Foods Rebrand by the The Collaborators / World Brand & Packaging Design Society
Firepot Foods Rebrand by the The Collaborators / World Brand & Packaging Design Society
Firepot Foods Rebrand by the The Collaborators / World Brand & Packaging Design Society
Firepot Foods Rebrand by the The Collaborators / World Brand & Packaging Design Society
Firepot Foods Rebrand by the The Collaborators / World Brand & Packaging Design Society

Design Agency: The Collaborators
Article Title: Firepot Foods Rebrand by the The Collaborators
Brand / Project Name: Firepot
Design Credits: Harry Knight: Designer
Nicky Roberts: Words
Mary Lewis: Creative Director
Photography: Ian Finch
Strategy: David Webb
Project Type: Consumer Brand Redesign
Strategic Deliverables: Consumer Brand Strategy, Consumer Tone of Voice, Consumer Brand World, Consumer Product Brand Architecture
Design Deliverables: Consumer Rebranding, Consumer Graphic Packaging Design, Consumer Brand Digital
Location: United Kingdom
Market Country: United Kingdom
Market Region: Global
Project Type: Agency Commercial, Published
Project Category: Fresh Food
Consumer Packaging Format: Pouch
Consumer Substrate / Material: Plastic