IT'S GOOD...TO EAT WICKED

WICKED KITCHEN | U.S. BRAND LAUNCH

First released in the U.K., Wicked Kitchen has expanded to the U.S. with a range of chef-crafted, game-changing, plant-based products.

THE CHALLENGE

Created in 2018 by world-renowned chefs and brothers Derek and Chad Sarno, Wicked Kitchen’s goal is to provide convenient and exceptionally tasty, plant-based foods for meat eaters and vegans alike, while reducing the harmful impact on animals and the planet. Wicked had achieved wide distribution and success within Tesco in the U.K., as the market leader in plant-centric meals, snacks, and ingredients, but when it came time expand into the U.S. market, with an updated look and feel, CIULLA was eager to help.

OUR APPROACH

The creative process began with a exploration of package design, plant-based communication, and food photography styling that provided guiding design principles for a culinary-forward U.S. design system, that meets all U.S., packaging requirements and regulations across several product categories.

THE RESULT

Leveraging a design system built for the U.S. market, Wicked Kitchen has launched at approx. 2,500 stores, Kroger the nation's strongest leader in grocery retail and Sprouts Farmer’s Market, one of the fastest growing natural and organic retailers. A diverse range of 20+ meal pots, meal kits, sauces, mayos, and pestos maintains brand consistency, strong shelf-blocking and is set to continue expanding as more than 10 million Americans are adopting a plant-based diet.

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