Youfoodz

Packaging architecture for HelloFresh Group’s market leading brand

Youfoodz is one of Australia’s top ready-meals brands. A thriving eCommerce business with national distribution in supermarkets across Australia, Youfoodz brings the taste of a home cooked meal with the convenience of a push of a button.

With 250+ SKUs and rapid expansion into new formats, categories and verticals, the Youfoodz existing design system needed an overhaul.

Following a competitive RFP process, Mind Control worked with the HelloFresh Group and Youfoodz team to build a packaging architecture system for scale and future growth.

SERVICES
Brand strategy
Brand identity refresh
Packaging design and artwork
Shelf impact testing
Youfoodz
Youfoodz

Win the four-second glance

Through distinctive brand asset testing and extensive research, it was clear that the Youfoodz brand is well-known and well loved. Although the category has its roots in health and macro counting, we uncovered quickly that taste is still the number one driver of selection.

Our design strategy revolved around appetite appeal. New plated food photography became the hero, integrating signs of life through art direction, props and specific food styling techniques.

We developed a masterbrand system of colour, hierarchy, claims structure and icons to introduce new verticals and refresh the existing packaging.

Youfoodz
Youfoodz
Youfoodz
Youfoodz
Youfoodz

A monolithic system

Critical to the overarching strategy was the integration of sub-brands into the Youfoodz masterbrand. A cohesive brand approach lets Youfoodz take centre stage, helps focus advertising spend and allows for easier navigation at shelf.

This gives Youfoodz a consistent, recognisable presence across every meal, range and occasion, helping the brand build stronger familiarity and trust as it expands.

OUR WORK

See all work
Gym Bod
Gym Bod
Brand and Packaging Refresh
Natural State
Natural State
New brand creation
Raw C
Raw C
New category launch
See all work