Angelic Allergy-Free
Eat Safe. Live Free.
Helping an allergy-free food company get listed in national supermarket chains.
Now we’re ready to enter the kids snack market with a brand that truly sets us apart
Kirsty Dingwall
Founder, Angelic
Our challenge
Angelic, an allergy-free food company, were looking to enter the kids snack market. Specifically, they wanted to target the lunchbox moment at school, with a super safe range of oat bars which are free from 14 of the most common food allergies.
In order to do this they needed to combine their safety credentials with taste, speaking to mums and kids, as well as the retailers we planned to approach.
Who knew?
Contrary to what many think (including many retail buyers) the free from aisle is not particularly helpful to those with allergies – in fact, it’s a minefield, where one slip could end in a life-threatening situation.
Being top 14 allergen free, Angelic brought a unique offering, as most other free-from snacks only exclude a few allergens.
A snapshot from the brand book
Gaining insights
We interviewed mums of allergic kids, discovering that allergy free really means worry free. This inspired a feeling of freedom in our design.
Our Strategy
“Eat Safe. Live Free.” became a succinct expression of Angelic, providing a launchpad to activate our new “Safetylicious” proposition.
Pitching to retail
To support the sell-in, we broke down the market in numbers, identifying the opportunity for buyers and the share we expected to gain.
The new website uses brand storytelling to build an emotional connection with shoppers.
Client feedback
We started working with Tom when our brand faced the challenge of preparing to enter the kids snack market. Right from the start Tom brought a truly fresh perspective, and invigorated our way of thinking about both the consumer and design.
Tom’s approach to brand strategy was very impressive, and his method of working led us to discover our customer in great depth, and was extremely insightful. Throughout the strategy process, and full project, Tom’s level of commitment was exceptional, and he delivered a high quality strategy that now lies at the heart of our business, influencing our decision making.
Tom’s talent in strategy is equally matched by his creative design outputs. He has a great vision, and was very respectful of our ideas for the brand, harnessing them to create strong brand visuals. He has great attention to detail, and his finishing touches helped to create artwork that I am truly excited about!
The project with Tom has now positioned us with a strong differential in the market, and has also invigorated our whole brand. As we begin pitching our new kids ranges, I am confident that Tom’s work will lead our brand to exciting places over the coming years.
Kirsty Dingwall
Founder, Angelic
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