Branding and packaging for best-selling Halloumi Fries


Glorious Foodies is one of several brands owned by Welsh food manufacturer Abergavenny Fine Food Co. Whilst the brand had achieved some success under old branding, it had not made the desired impact in the category. We were brought on board to review the old brand proposition and redefine the future direction of the brand.

We started where we always do - with a market analysis. This gave us the information and category context we needed to define the most appropriate positioning for the brand. We set out the brand proposition, which was about luxury and indulgence, but also about simplicity and convenience. The social element of the brand was also crucial - these are party foods which are designed to be shared.

We created a visual identity to reflect the proposition, which included the design of a series of abstract patterns, inspired by the shapes in a table setting. The photography style was also a key part of the brand - both on pack and in marketing materials. It’s a leap forward from the previous photography.


We designed packaging and SRDs to launch the product internationally with wholesaler Costco. Crucial to this brief was creating a luxury, gourmet look in a large, resealable format suitable for freezer storage. The response to the product has been phenomenal.

This has been our most successful piece of branded packaging. The product really stands out on the shelf and is now Costco’s best selling frozen product ever
— Bryson Craske, Commercial Director, Abergavenny Fine Food Co.
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