Humanity Develops Colourful Rebrand for Spatula Foods

Humanity launches new brand identity for frozen food brand Spatula Foods. 

Spatula is a new packaged goods brand, so Humanity needed to drive consumer awareness and consideration by creating a brand that looked and felt fundamentally different than anything else anyone had seen in this category. 

The strategy for the rebranding was to tap into people’s love for cooking and need for convenience, while mitigating the negative perception of frozen foods by taking a fresh, flavourful, and lively approach to the rebrand. 

The scope of work for this rebrand included a new brand story, new logo, new packaging, a new website and new digital collateral. To achieve this, we focused our creative attention on turning the U in the logo – as it’s representative of a bowl, pot, pan or plate – into a key ingredient of the brand’s visual language and identity.