BACKGROUND

Fit & Fresh, a Providence-based company specializing in food storage innovations, ventured out to develop a line of upscale insulated food containers under a new sub-brand, Cook+Carry. 

Identity | Visual Language | Packaging | Launch Materials | Web | Merchandising

Specially designed for social gathering scenarios like potlucks, picnics and tailgating, the new brand needed to highlight its proprietary insulating technology while standing out in retail space next to big players like Rubbermaid, Sterilite and Aladdin.

STRATEGY

Getting away from the light-colored lifestyle images overused by its competitors, the solution for C+C was a product-centric, rich photography style that's inspired by gourmet food photography to highlight the brand's unique insulating feature. 

An icon system was developed to quickly communicate additional features with minimal copy. Launch materials included an accordion brochure, website and endcap display.

WEBSITE

The C+C website is a destination for ecommerce as well as relevant content, such as recipes and tips for hosting a holiday party. 

To further improve the online shopping experience, we developed the HOT & COLD Finder to help customer quickly find the right product.