England has long been a leader in Private Brand development, strategy and design, with high penetration percentages and corresponding loyal Private Brand shoppers and it continues to bring innovative Private Brands concepts to market.

The website of Brandy a London based branding and design firm features the work they completed for food retailer Scratch. It continues with the clean and minimalist design that has become prevalent in most European Private Brands and combines it with the retail experience to present a complete Brand Experience.

According to their website:

Scratch is a young company helping busy Londoners cook real food. Their meal boxes contain all the fresh ingredients you need to cook a fantastic meal… from scratch.

At the heart of the brand is the product, and we wanted to elevate the honest, fresh ingredients along with the brand name. To achieve this we built the identity around a simple idea: everything the company produces – from meals to business cards – comes ‘from scratch’.

On products this creates a useful double meaning. The description of the meal to be cooked ‘…from scratch’ simultaneously delivers the logo and the idea that this is a product from the Scratch brand.

As America begins to emerge from the current economic malaise there is an opportunity to deliver healthy convenience, and this evolution of the Meal Prep business that many American grocers have tested could be an interesting test case.