• Transform magazine
  • June 22, 2024


Sunhouse develops new identity for Fry’s

  • Frys Case Study PR 01
  • Frys Case Study PR 04

Bath-based brand design agency, Sunhouse, has rebranded plant-based food producer, Fry Group Foods. The new identity aims to encapsulate the family’s passion to craft plant-based foods and inspire people to move to a healthier, more compassionate and sustainable lifestyle.


Whilst the new popularity in the plant-based category has provided fresh opportunities for the family-run company, it has also brought on pressure from the growing competition.

“Being an early entrant to plant-based food products, Fry’s adopted a product-centric approach and used visual elements that have now become category conventions,” says James Giles, creative director at Sunhouse.

“To distinguish it from the crowd, we needed to unlock what makes the brand distinctive and celebrate it with emotional and functional reassurance at every touchpoint. In order to shift focus from the product to the brand, we needed to develop ownable assets that told the Fry’s story with confidence, authenticity, expertise and love,” he adds.


Sunhouse repurposed the brand’s red triangle to symbolise the love and passion that goes into every plant-based meal within the portfolio. The earthy colour palette aims to reflect the brand’s wholesome personality whilst the hand-stamped illustrations were designed to add an element of wit to engage Fry’s wide-ranging audience. The new photographic style was made to appear candid and natural, featuring real moments.

The new packaging uses a ticker tape device that anchors the Fry’s brandmark and embraces the ‘Made with Love and Plants’ strapline, aiming to achieve shelf standout.

“We’re on a mission to make it easier for everyone to improve their health, reduce their environmental footprint and live more ethically by providing a range of great tasting, plant-based foods. Sunhouse’s new identity brings our family’s story to life with the confidence, character and compassion we need to become the leader in plant-based vegan foods worldwide,” says Tammy Fry, global brand lead and co-founder at Fry’s.