Bringing a new cool to the benefits of frozen
When it comes to food - we all deserve better. Better quality. Better ingredients. Better value. Mason Dixie originally launched as a pop-up restaurant in the US back in 2014 with a mission to deliver real home-baked happiness to the people. A cult following soon developed.
Because they were selling out daily, they came up with the idea of preparing their biscuits ahead of time and freezing them. Customers noticed, and asked to buy bags of frozen goods to take home. And that's where we came in…
Partnering with Mason Dixie's founder Ayeshah Abuelhiga to take on America's baking big boys, we developed a strategy and brand positioning that would bring a much needed sense of authenticity and innovation to the historically stale frozen aisle. All products are clean-label and use only ingredients that can be purchased at your local store, like butter, milk, and flour.
The new brand design from packaging to website, was inspired by an Americana vernacular that was reworked for a new consumer. From hand painted characterful touches and two tone poster zine-like effects to a 70’s inspired retro colour palette - the brand brings a new cool to the benefits of frozen.