Kept. The Can-Do Company

01Challenge

Two friends, Adam and Alex, set out to reinvent tinned food. One lives to cook, the other delivers to eat. Their gourmet ready meals were created by Adam's Michelin-starred uncle. They needed a bold, new-to-world identity and packaging that challenges perceptions of canned food. Their mission is to donate profits from every tin sold to food banks.

02Insight

Canned food comes with fixed perceptions. Gourmet meals from a Michelin-starred chef gave the brand a real reason to turn them upside down.

03Idea

Turning canned food on its head. Kept. The Can-Do Company. The name and identity bring a can-do attitude to canned food, matched by a mission to support food banks. A bold logo system and toolkit carry the brand from the hero cans to social, motion, a mailer box and posters.

04What I did

I led the design direction, from concept development to presenting to the founders. I directed and designed the can packaging range. I also built the off-pack world and toolkit, carrying the identity into social, motion, a mailer box and posters. I oversaw print production.

05Craft & deliverables

• Identity and logo system
• The hero can range
• A brand toolkit for the off-pack world
• Motion, social and a mailer box
• OOH posters