05
Serv’d
Client
Client
Serv'd Foods
Serv'd Foods
Type
Type
Microwave meals with attitude
Microwave meals with attitude
,
,
Brand Identity
Brand Identity
Year
Year
2021
2021
About
About
Serv’d is a premium microwave meal brand developed under Tortuga Ventures. As lead designer, I worked with the creative team to re-skin the brand around the idea of food in motion, using bold colour, expressive typography, and high-energy photography to bring warmth and character to a category dominated by safe, functional design. The system drew on Australian colloquialisms and appetite-led visuals to create a sense of excitement and approachability. The rebrand launched with twelve meals and rolled out across packaging, digital, and retail touchpoints, with products stocked nationally through Woolworths and IGA.
Serv’d is a premium microwave meal brand developed under Tortuga Ventures. As lead designer, I worked with the creative team to re-skin the brand around the idea of food in motion, using bold colour, expressive typography, and high-energy photography to bring warmth and character to a category dominated by safe, functional design. The system drew on Australian colloquialisms and appetite-led visuals to create a sense of excitement and approachability. The rebrand launched with twelve meals and rolled out across packaging, digital, and retail touchpoints, with products stocked nationally through Woolworths and IGA.
Role
Visual Identity
Art Direction
Copy Development
Brand Systems & Roll-out
Credits
Copy Concepts
Simon Beaumont
Outcome
A distinctive, energetic identity that helped Serv’d stand out on shelf and establish a strong presence in a crowded ready-made meals category. The system was flexible enough to scale across new flavours and formats while maintaining consistency across retail, digital, and marketing channels.
Role
Visual Identity
Simon Beaumont
Art Direction
1
Copy Development
1
Brand Systems & Roll-out
1
Credits
Copy Concepts
Simon Beaumont
1
1
1
1
1
1
Outcome
A distinctive, energetic identity that helped Serv’d stand out on shelf and establish a strong presence in a crowded ready-made meals category. The system was flexible enough to scale across new flavours and formats while maintaining consistency across retail, digital, and marketing channels.
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