TLDR Tech / Design
Regular Practice gives whole-food brand Frood an identity built for joy, not worthiness
Frood, a new range of healthy meal blends by Frida Redknapp, aims to make nutritious home cooking enjoyable and quick, eschewing the typical "healthy food" aesthetic. Designed by Regular Practice, the brand features a bold, colorful identity with simple messaging and appealing food photography. This approach emphasizes flavor, convenience, and real ingredients, helping Frood stand out in a competitive market by making healthy eating feel approachable and fun rather than prescriptive.
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