Upwards! Branding

The UPWARDS! brand design logo, in yellow representing a butterfly

FREEDOM FOOD

What freedom can be found from eating Upwards! foods!

This is the founding theme beneath our Upwards! brand & packaging route. Upwards! recipes are currently gluten-free, but we were asked not to prioritise that – instead, it was to be an additional benefit to a tasty, healthy recipe, and the sense of well-being experienced.

And when it comes to well-being, feeling lifted perfectly captures a beautifully transformed creature: the butterfly.

Through both visuals & voice, we’ve created distinctive & engaging communication for Upwards! foods.

TRANSFORMATION

Pre-launch, Upwards! won bronze in the Lunch Innovation Challenge 2016, with plenty of praise for the brand, packs and exhibition design.

We’re excited to see the brand fly.

“COMMUNICATING OUR BRAND VALUES HELPS US TO CONNECT WITH OUR CUSTOMERS -THEY RECOGNISE THAT WE TRULY BELIEVE IN FREE-SPIRITED FOOD. ”

-Mel Loades, Co-owner