The Foods of Athenry rebrand

The Foods of Athenry rebrand

Project managing the rebrand of premium Irish baked products company

The Foods of Athenry are an Irish company “making free from fabulous one day at a time”. Their award-winning baked goods - from irish oat granola, to indulgent cookies, and gourmet sodabread toasts - are sold in supermarkets and healthfood shops across Ireland and the UK. With a dedicated gluten-free bakery, all their products are coeliac-friendly and gluten-free with many more being dairy-free and even vegan. But they don’t compromise on taste as shown by their numerous taste awards over the last decade and dedicated fanbase.

The family-run team wanted to update their brand by modernising the logo while keeping the recognisable name and look. And with an increasing product range, they wanted to create strong and systematic guidelines for product packaging so they were instantly recognisable on the shelf.

Working together with brand and design partners Designed by Awake, Octophin Digital lead an indepth discovery process to understand the brand and what inherent values make it unique. We then examined the current ‘free from’ marketplace, from brand names, colour schemes, fonts, packaging designs and brand values to understand where The Foods of Athenry fits and what would make its products and brand stand out to consumers. With the research done and a clear vision agreed, the logo and brand guidelines were developed and then rolled out across the website and other online platforms. Individual product pacakaging design is being redeveloped throughout 2017, starting with some exciting brand new products.

Foods of Athenry logo before and after rebrand