Angus & Oink: Brand Identity, Packaging & Communications
Supermarket shelves can make challenger brands play safe. We helped Angus & Oink do the opposite - making the range easier to shop without losing any of its bite.
Angus & Oink had built a passionate following through direct-to-consumer sales, big flavours and a brand that never blended in. But launching into Tesco and Sainsbury’s created a different challenge. The packs needed to work harder for time-poor supermarket shoppers without losing the attitude that made the brand special.
So we didn’t tone Angus & Oink down. We made it easier to buy into.
Working with SHS Foods, we tightened the packaging structure, sharpened flavour cues and created a clearer shelf-ready system across sauces, sachets, jars and meal kits - all while keeping the expressive design, punchy names and fearless personality intact.
Then we gave the range a rallying cry: Cook Fearlessly.
The move into grocery has helped turn Angus & Oink from a fast-growing DTC brand into a national retail presence. The business grew 50% in a year, secured listings in hundreds of Tesco and Sainsbury’s stores with an estimated £1m+ retail sales value, and has since expanded into Morrisons.
More convenient. More accessible. Still full-strength Angus & Oink.