Forbidden Foods is an Australian food company that houses a range of innovative brands with a mission to “Feed the world with the worlds best” and promote healthy living by challenging the industry status quo with innovation, imagination and transparency.  

Goodfifty was approached to rebrand Sensory Mill® and develop a new identity along with packaging for its flagship range of plant-based meats.

We began with a discovery session to better understand the Sensory Mill® brand, its new direction and the target consumer.

Our solution was to create a brand identity inspired by the sportswear and fashion labels that the consumer already aligns with. Mixing the sportswear inspired fluro greens with the dark leafy greens typical of healthy eating we were able to establish a look & feel that feels modern, progressive and original for this industry. The bold typography used helps create packaging with the presence of high street advertising billboards that demands attention on the shelves. For the cherry on top we added photography that placed the product as hero in all it’s simple glory.

To create a brand eco-system that was truly unique we developed a brandmark and brand device that could be used throughout the brand packaging and communications. The astrix brand device is used to draw attention to the ‘footnotes’ of detail. It’s use highlights the unique selling point/benefit of each product/communication, whilst subtly reminding us of the old mills used historically in food production.

Sensory Mill® launched their plant-based meats range in late May 2022. Available online through their ecommerce store at sensorymill.com.au, with plans to imminently expand into supermarkets through forbidden foods already established distribution networks.

According to The Market Herald shares in Forbidden Foods (ASX:FFF) were up 9.09% shortly after announcing the launch.

Visit Sensory Mill® to order products online and find out more.

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