Fry Family Values Inspire Brand

Independent UK design agency Sunhouse has rebranded Fry’s, an original plant-based pioneer. The new identity is said to encapsulate the family’s passion to craft tasty plant-based foods, as well as to inspire people to move to a healthier, more compassionate, and more sustainable lifestyle. The identity aims to bring fresh relevance to the brand, embodying Fry family values to help restore it to the forefront of the plant-based movement.

The red triangle has been repurposed to symbolize passion that goes into every plant-based meal within the portfolio. With earthy tonality, the color palette seeks to project a wholesome personality while hand-stamped illustrations add an element of wit. A new photographic style is candid and natural, featuring moments full of warmth and positivity. Packaging uses a ticker tape device that anchors the Fry’s brand-mark, sending the ‘Made With Love and Plants’ message at shelf.


“Being an early entrant to plant-based food products, Fry’s adopted a product-centric approach and used visual elements that have now become category conventions,” comments James Giles, Creative Director at Sunhouse. “To distinguish it from the crowd, we needed to unlock what makes the brand distinctive and celebrate it with emotional and functional reassurance at every touchpoint. In order to shift focus from the product to the brand, we needed to develop ownable assets that told the Fry’s story with confidence authenticity, expertise and love.” Adds Tammy Fry, Global Brand Lead at the client: “Sunhouse’s new identity brings our family’s story to life with the confidence, character and compassion we need to become the leader in plant-based vegan foods worldwide.”