Preppy
Brand design for a health-focused meal prep business
Industry
Food & catering • Health & wellness • Meal prep
Brief
To create a clean, confident brand identity for a growing meal prep business — one that clearly communicated Preppy’s values around health, transparency and convenience, while supporting ambitious plans for growth beyond a local audience.
Deliverables
Brand identity • logo suite • colour palette • typography • brand illustrations • brand patterns • brand guidelines • packaging concepts • social media templates
Outcome
A recognisable, scalable brand identity that positions Preppy as a credible, trustworthy alternative to traditional fast food — designed to grow from a small catering business into a national brand.
About the project
Preppy was founded by Natasha Peacock following her personal experience navigating Crohn’s disease and discovering how much supposedly “healthy” convenience food relied on hidden additives and inflammatory ingredients.
What began as a solution to a personal problem quickly grew into a wider mission: to make genuinely healthy, whole-food meals accessible to people with busy lives — without compromising on taste, quality or transparency.
As the business began to grow, it became clear that Preppy needed branding that reflected this purpose and supported long-term ambitions, rather than something pieced together as the business evolved.
The Brief
The goal was to create a brand that felt:
-
Clean, simple and striking
-
Trustworthy and transparent
-
Confident without feeling clinical
-
Capable of scaling into retail, delivery and supermarket environments
Alongside attracting new customers, the branding needed to give the business a strong sense of credibility - helping Preppy move from a small, founder-led operation into a brand ready for growth.
Brand Direction & Strategy
The brand direction centred around clarity and integrity - stripping back unnecessary noise and focusing on what truly sets Preppy apart.
Rather than leaning into typical “diet” or wellness aesthetics, the identity was designed to feel grounded, premium and considered. The visual language balances bold simplicity with warmth, ensuring the brand feels approachable while still standing out in a crowded food market.
Every element was designed with scale in mind - from packaging and social media to potential supermarket shelves - ensuring the brand would remain consistent and recognisable as the business grows.
Visual Identity
The identity features a bold, modern wordmark supported by a distinctive icon and a refined, earthy colour palette. A system of illustrations and patterns adds character and flexibility, allowing the brand to feel dynamic without becoming visually overwhelming.
Together, these elements create a cohesive system that works across packaging, digital platforms and marketing materials - ensuring Preppy remains instantly recognisable, whether encountered online or in a physical retail environment.
Branding in Use
The brand was developed with real-world application in mind, including packaging concepts and social media templates that Natasha could confidently use day-to-day.
Clear brand guidelines ensure consistency across touchpoints, while still allowing flexibility as the business evolves — empowering the client to apply the branding with confidence, rather than feeling restricted by it.
The Outcome
The finished brand gives Preppy a clear, confident identity that reflects both its values and its ambition.
It positions the business as a trustworthy alternative to traditional fast food - one rooted in care, transparency and quality - while providing a strong foundation for future growth, from nationwide delivery to potential retail partnerships.
Most importantly, the branding gives the business clarity: a sense of direction that supports where Preppy is heading, not just where it started.
