Counter is a frozen food brand aiming to change the food game by creating a nourishing option for people on the go. No more fad diets and no more imposter products that promise a healthy eats, then don’t deliver. Instead, Counter offers a solution with macronutrient balanced meals that fuel each customer’s day - no matter what it throws at them.
Through our process, we created a brand strategy that made macro counting accessible to the every man, not just the gym bro, without breaking the bank or sacrificing time and energy. From this we developed a benevolent but rebellious tone of voice and chose the name Counter. This serves the brand well, encompassing counting macros, eating at the counter, and countering fad-diets and snake oil nutrition.
We created a flexible brand system that fully utilized the count of macronutrients (Carbs, Fat, Protein) in the form of bold color bars that respond to the amount of each macronutrients in the meal itself. The logo maintains a grounded feel, but also orient itself in different ways to show how the brand can be adopted into every person's lifestyle. With the addition of nutritious food illustrations Counter was ready to hit the shelves and dominate its competition and say goodbye to cruel and unusual nourishment.
Packaging:
We were thrilled when the client expressed the need to stand out from “the usual” seen in the freezer aisle. They wanted to approach the box with a “Mullet branding” mindset - Simple and clean on the front, party on the back. Using our wrap around macro color blocks, we added stickers that act as iconography and a unique way to connect the back to the front of the box while adding some additional flare to the brand.
Next we took a strategic approach with how we display information on the back. Counter is going “all-in” on a digital brand in a mostly print industry, trying to take full advantage of followers of the marco diet online. They partner with content creators within the movement to make recipes for their product with the mindset of “Get the creator, get the followers”. To highlight this we made the partnership a key touchpoint of the box and developed the “Creator’s Corner” to display this mutual partnership with our tastemakers.
We dove headfirst into other applications, creating a comprehensive and inviting brand across shirts, truck wraps, and even your home refrigerator. Customers could now easily gain access to a quick and truly healthy food brand that wasn’t going to backdown from the fight for real nutrition. The bright colors, the witty and bold tone of voice, and unique digital strategy make this brand one for the books and one that keeps reminding us to Be better. Eat better.
ROLE:Creative Director, Designer
DUTIES PERFORMED:Brand Strategy, Naming, Brand Identity, Packaging, Messaging, Art Direction