Expanding and Building a Stronger Brand


Dominex, a leader in frozen foods, mostly eggplant, realized they needed to update their branding and communication. The Dominex brand was narrowly focused on eggplant and didn’t speak as broadly as it could to the huge growth in plant-based, healthy eating.


We were engaged to help Dominex rebrand and better convey that their products were plant-based, better for you, and great tasting meal solutions.

We began our work by reorganizing the messaging hierarchy and naming the line “Angel,” a sub-brand that spoke more to virtuous food than Dominex could. Then leveraging the clean, wholesome, made from scratch positioning, we created a new logo and identity system as well as designed new packaging that would convey this for both new and legacy products.


Dominex launched its first of Angel products called AngelBowls featuring its new look and name at the 2014 Expo West. This was followed by the launch of its five rebranded legacy frozen food products under the updated Angel product line in grocery and natural foods retailers nationwide.