Brand development


Develop a new brand for the rapidly growing 'Free From' food category, including the brand's launch products, a range of gluten free fishcakes.


The initial research and strategy phases led us to position the brand in a more inclusive way, recognising the client's desire to create wholesome products that everyone in the family would enjoy together, irrespective of any dietary needs or limitations. We then set about naming the new brand, with Ockery emerging through the process (from a type of traditional stone dwelling), a decision made easier by the availability of all the major web domains. We supported the trademark registration while work began on the identity, a hand lettered wordmark with a friendly, expressive feel.

Launch applications included the website plus packaging for the initial range of fishcakes, with high quality photography to support the illustrations. Different colour palettes are used for the three sizes of fishcake, better connecting to the target consumer for each size.


  • Research
  • Strategy
  • Naming
  • Identity
  • Illustration
  • Art direction
  • Photography
  • Copywriting
  • Packaging
  • Web design
Project images