Brand strategy, visual identity, website and packaging.

Feed the body, nourish the soul

We helped founders Robert Grieg-Gran, Myles Hopper and Giles Humphries launch a new recipe box brand aimed at a health conscious audience. Avoiding the conventions around cost and time saving, we created a brand people would aspire to.

From identity and packaging, though to digital and advertising, the premium aesthetic combined with a strong social purpose helped them achieve customer loyalty that was unheard of in the category.

Mindful Chef have gone on to be one of the UK’s most successful start-ups. At the time of writing they’ve raised over £9.3m in funding, including an award-winning crowdfunding campaign and a £6m investment by Piper. By 2019 they’d hit £10 million annual sales, and even provided one million meals to children in need.

“Ragged Edge stood out for their ability to combine practical strategic thinking with beautiful creative. We’ve been blown away by the overwhelming positive response the brand has received from both customers and journalists alike. We’re thrilled.”

Co-founder, Mindful Chef

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