Founder Anna has had a tumultuous journey with food; nicknamed ‘the carbohydrate kid’ at an early age for refusing to eat anything but plain pasta.

At University Anna did a 180; focusing on her health she branched out from a life of spaghetti and embraced cooking-up diverse fresh vegan food to share with friends. After embarking on a busy corporate career she realised there were not enough satisfying, convenient meal options available for health seeking, time-precious professionals.

While the vegan movement is growing in popularity, Gobble Box wanted to shift quick vegan eating options from compromise or short-lived resolution into a desirable everyday choice by bringing delicious convenient ready meals with no compromises, no guilt and plenty of tasty wholesome food.

GobbleBox was designed to appeal to urban-dwelling young professionals who want to eat well and have a flexitarian option without losing valuable time meal-prepping. These ‘vegan-curious’ consumers are aware of the benefits of plant-based meals but may be intimidated by the perceived complexity of cooking it themselves or are unwilling to compromise on flavours and taste.

So we gave them an easy, tasty answer.

The contemporary, yet indulgent pack design summarises GobbleBox – wholesome eating without compromise.

The oversized ‘G’ and its distinctive ‘swoosh’ is reflective of the creative flourish and taste journey consumers will take on as it swoops up the ingredients and finally finishes off with a satisfying lick of the lips.

The pack design focuses on expressing the ingredients and flavours of the dish through use of texture and drizzle brush marks. A naturally indulgent colour palette marries up all the elements with the wholesome ingredient photography overlaid on top creating emphasis on the quality of ingredients that are delivered with flavour.

We worked with Photographer Lucy Richards to capture the freshness and guilt free pleasure of gobbling up a delicious meal. Soft textures and natural lighting were chosen to reinforce the nourishing credentials of the dish.

The ‘G’ iconography effortlessly brings Gobble Box’s homely indulgence distinctively across the brand world and the use of drizzle brush marks evokes taste and flare.

We created the strapline, ‘Taste Good, Do Good’ as a way to signal Gobbe Box’s brand mission; tasty meals that are good for the planet. The packaging for the ready meals is biodegradable along with various touchpoints of the brand having sustainability credentials.

The brand tone of voice is based on Anna’s authentic way of speaking about cooking. A mix of playful passion and child-like curiosity with a sprinkling of narration around the process.

“I had a meeting early this week with a potential NED for GB… and she had *glowing* feedback on our branding. I just wanted to pass that on – she complimented it multiple times throughout my presentation and said she would buy from us based on the look and value propositions. Still the best vegan meal branding in town baby!”

Thanks to Anna for creating such wonderful food that’s better for humans and better for the planet. We’re looking forward to seeing how far GB will go.