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A bit wild,
weird and  wonderful

Wild Foodies


When launching a new FMCG brand, you need to stand out in a crowd and be prepared to run a little on the wild side.


The brief was to create a serious challenger brand to take on Pitango in the ready-to-eat soup category. An extensive brand and consumer analysis was undertaken to explore Wild Foodie's defining point of difference and category opportunities. 


This was then supported by an audit of competitor brands and ready-to-serve soups in supermarkets to identify potential white space for the range. Our key findings were distilled into the brand strategy, packaging architecture, and marketing program.

Wild Foodies' quirky, iconic packaging design and retailer presentation helped to secure lucrative distribution deals with major Australian retailers within
a month of launch. 

Brand Strategy, Naming Strategy, Identity Design, Packaging Design, Social Media, Website UI Design, Brand Activations, Illustration, Retailer Pitch, Influencer Marketing
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We knew this wasn't just another bag of soup. Every pack is filled with wild, wonderful culinary adventures and tales of late-night cook-ups.

Storytelling lies at the heart of the Wild Foodies brand. From the brand name, tone of voice and visual identity design to the bespoke illustrations, packaging, website, and marketing communications, every touchpoint of the Wild Foodies brand is a journey of whimsical culinary delight.


Within a month of launch, Wild Foodies hit the shelves of Costco, Thomas Dux, IGA, and gourmet grocers throughout Australia, and experienced a 400% uplift in sales within the first year. The range is now also stocked by Woolworths.

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