Frylight partners with BrandOpus to unveil playful new brand identity and packaging refresh

Frylight, the UK’s number one spray oil, has revealed a bold new rebrand across its entire portfolio, marking a significant step in reasserting its leadership of the category.

With the aim of modernising the category and driving shopper engagement, Frylight partnered with BrandOpus, a global design agency, to execute the new brand identity and packaging refresh.

As the pioneer of the 1-cal spray, Frylight has long held a distinctive place in kitchens across the UK. But as healthy eating has evolved, so too have expectations. The rise in private label competitors and the growing consumer desire for food that feels both better-for-you and enjoyable, Frylight recognised the need to evolve.

To reconnect with consumers, Frylight needed to move beyond associations with dieting and restriction, and into the world of vibrant, feel-good cooking. The new creative approach, focused on bringing emotional lightness to everyday cooking, positions Frylight as more than a functional kitchen staple.

At the heart of the new identity is a refreshed Frylight wordmark and logo, paired with a bold, expressive design system that ensures strong shelf stand-out across the portfolio. Each variant has been crafted with playful, vibrant assets that not only differentiate the Frylight portfolio from own-label competitors, but also clearly distinguish flavours within the range in an attempt to get customers to purchase more than one oil.

Wider details of the new packaging artwork:

• Wordmark - A refreshed Frylight wordmark delivers a bold, modern new look with an added playfulness in the letterforms, bringing to life the emotional lightness and helping to shift perceptions away from dieting cues toward positive, feel-good cooking.
• Colour - A bright and vibrant palette brings warmth and a positive energy to a rather monochromatic shelf, while improving navigation across the range.
• Illustrations: Playful front-of-pack characters balance oversized food dishes, like roast potatoes or pancakes, in an effort to connect each variant with everyday cooking occasions.

"Reimagining Frylight was about more than a visual refresh, it was a strategic shift to make healthy cooking feel exciting & relevant again. BrandOpus were instrumental in helping us bring this to life, evolving our distinctive assets & adding more fun to a category driven by habit.Early consumer feedback shows the new design is seen as more modern, inspires people to cook different recipes & feels more relevant to them. In short, the new packaging doesn’t just look better, it works harder, which will ultimately help us to get more bottles, into more kitchens."

Al Edgar-Flynn
Global Senior Brand Manager: Oils at Saputo