Client overview
Uppers is a consumer food brand whose identity needs to work at product scale, in fast-moving social environments and across highly visible campaign placements.
Uppers · Food and consumer products
A consumer brand built to perform in the real world
A bold identity carried through product, packaging, social communication and large-format campaign applications.
Delivered by the team behind IMPRNT through Vivid Icon.
Business challenge
The system needed immediate recognition without becoming visually repetitive. Product information, appetite appeal and campaign headlines all had to remain clear across formats with very different viewing distances.
Research
The work considered the short attention available in retail and campaign settings, the relationship between masterbrand and individual product, and the practical production demands of small packs and large media.
Strategy
A small number of distinctive visual assets were given clear jobs. Strong scale, repeatable composition and disciplined contrast allow the brand to remain recognisable while individual communications change.
Creative direction
The visual direction is confident, graphic and product-led. Close product framing and emphatic typography create impact, while the underlying grid protects consistency across channels.
Execution
The identity was demonstrated across packaged bars, social creative and large-format placements. The system scales from detailed product communication to fast, high-visibility campaign moments.
Photography
Product imagery emphasises texture and appetite while maintaining enough negative space for controlled messaging and campaign adaptation.
Deliverables
What the Uppers engagement delivered.
Outcomes
Visible outputs and practical changes.
- One recognisable system across product and campaign formats
- Flexible compositions for social and large-format communication
- A clear relationship between product imagery and brand assets
- Production-ready applications across multiple scales
Lessons learned
What the work reinforced.
- 01Distinctiveness depends on repeatable assets, not constant reinvention.
- 02A packaging system should be tested at billboard scale and thumbnail scale.
- 03Campaign flexibility improves when every visual element has a defined role.
Evidence note
Claims remain accountable.
The study presents delivered creative outputs only and does not publish unverified sales or campaign-performance claims.
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