Brandon has completed the branding of a new range of cooking oils, with the launch of U:ME.
The Wilmslow agency was appointed by EOL (Edible Oils Ltd) to come up with a name, brand strategy and design for a range of Sun-Olive, Coconut and Organic cooking oils.
It was briefed to fill a gap in the market for “de-mystifying oils and creating honest, no nonsense short cuts on the best way to use them.”
“Shopping for oils is functional and often uninspiring. With varying levels of engagement towards cooking in the UK, consumers are largely unclear about which oil to choose and why. Speciality oils are even more unfamiliar,” explained Simon Ellis, Creative Director at Brandon.
“The oils category has a wide range of products, all with different benefits and usages but with no consistent product truths running through. So our challenge was to create a brand that would not only demystify the category, but also help to inspire confidence in the kitchen.”
U:ME’s packaging features bright colours, food photography and “challenges the ‘norms’” associated with the category.
“Brandon has successfully created an exciting new brand for the Edible Oils portfolio. We are so excited to be launching this range and look forward to what is next for U:ME, with its’ strong innovation pipeline in place. Brandon are now working with us to develop an exciting and ownable communications campaign to support this launch,” added Ria Joyce, Senior Marketing Manager at Edible Oils Ltd.
EOL is a joint venture between Archer Daniels Midland (ADM) and Princes Limited.
