Fatbroccoli

Healthy Frozen Ready Meals

About the project

Fatbroccoli is a homegrown concept of healthy frozen ready meals. A taste of home, cooked and packed in eco-friendly trays featuring cuisines from all over the world. Due to the freezing technique, we don’t use additives or preservatives, nor do we add sugar; our products’ shelf life is 1 year stored in the freezer.

The mission is to shape the food industry with healthy, tasty, easy, and convenient food. Fatbroccolli’s food choices make a huge impact on people and our planet. Freezing food is a valuable solution to cut down on overall food wastage and here is why:

You typically only heat the amount of food you plan to eat.

The shelf life of the product is 1 year.

During production, there is no wastage of food, where 100% of the ingredients will be used.

The brand identity has been designed to reflect those missions and affirm Fatbroccoli’s pioneering in the field of healthy frozen food. Moreover, Fatbroccoli aims to change people’s perspectives about frozen food. To be the number one food-to-go in each freezer and in every corner of the world.

The brand’s logo is inspired by the product’s 100% natural ingredients and the care and attention in each stage of product finishing. The font chosen for the Logo carries the spirit of innovation, fun, and dynamic, along with that, the forms of the characters are customed to evoke naturalness, true to the brand’s values.

In addition, the tray image is included in the logo below the letter “b” to remind the Fatbroccoli category and make the brand name easier to read, as well as honour the health of the product by highlighting the phrase “broccoli”.

Fatbroccoli’s products with the characteristics of frozen food throughout as well as having to be regularly shipped around the world, we have created a packaging design with a simple structure that is highly effective in brand recognition. With the simple text and image layout system, Fatbroccoli’s packaging can adapt to many flavours quickly and effectively.

With an audience aimed at the modern and busy young generation, the brand identity system is designed in a modern, dynamic, clean and impressive way. The overall story is “We bring dishes from all over the world to your home door”, we created a sticker system inspired by stamp images and signature ingredients from different nations to evoke a convenient and universal character—product demand.

The simple yet vibrant design allows Fatbroccoli to easily expand its branding across other products. In addition to the ready-to-eat meals, we also designed the Smoothie line with a similar spirit, creating a modern and minimalist overall look that remains very approachable for consumers.

The standout nature of Fatbroccoli’s products is evident in the simplicity of their packaging, making a strong impression across various platforms such as images, advertising films, and print media. With its noble mission, we hope that Fatbroccoli can expand further and continue to enhance its product offerings.

Art direction & graphic design: Nu Nguyen, Todd Huỳnh

Project Manager: Nguyễn Ngọc Trân Châu

Product photography: Fatbroccoli