Case study · The Wholesale Group

Own-label packaging that holds its own next to the big brands.

We design The Wholesale Group's own-label packs from the ground up, including the labels and the product renders used to sell them, and the adverts that go out to their customers.

Client: The Wholesale Group
Sector: Foodservice wholesale
Services: Packaging design, product renders, advertising, branded print
Since: 2024
Related services: Brand & Design

The Chef Prestige coffee range on a café table with a latte, an espresso and a cappuccino

The story

One of our first clients.

We started working with Fairway Food Services in 2024, as one of our first clients. When Fairway merged into The Wholesale Group, the work came with it, and it has grown ever since: from packaging for their own-label ranges to adverts for some of the biggest brands in food.

It's the kind of relationship we value most. The Wholesale Group trusted us early, and they've since introduced us to other businesses in their network, including Fruitypot.

What we make

Own-label packaging and labels
Product renders
Supplier advertising
Branded wall calendars, every year since 2024

Chef Approved frozen vegetables

Readable from across a freezer.

Own-label products live or die by how they look next to branded ones. Tap a number to see what each part of the pack does.

Chef Approved Broccoli Florets, Cauliflower Florets and Garden Peas packs, each with a window showing the vegetables

The product does the talking
A large window shows the real broccoli, cauliflower or peas, so a chef knows exactly what they're getting.
Two-tone names
Big product names stack in bold navy and a fresh icy blue, so the range is easy to scan on a busy shelf or in a stock room.
Only the facts buyers need
IQF and 2.5kg sit in one clean bar, with nothing else competing for attention.
A badge that means something
The Chef Approved ribbon gives the range a stamp of quality and ties every product together.

Chef Prestige coffee

A premium look, on purpose.

A range built to sit alongside café brands, not budget catering packs, shown in a lifestyle render that sells the finished drink.

Chef Prestige Coffee Beans, Espresso Beans and Decaf Beans bags in matte black, with yellow, green and pink cups on a café table

Matte black and a silver ribbon
Black bags, silver ribbon branding and a script accent (“100% Premium Arabica”) put the range alongside café brands.
Colour that does a job
Each product has its own cup colour (yellow for coffee beans, green for espresso, pink for decaf), so staff grab the right bag at a glance.
Roast strength at a glance
A simple dot scale shows the strength of each blend, with no jargon.
A render that sells the experience
The range on a café table with a latte, an espresso and a cappuccino, so buyers see the finished drinks, not just the bags.

Working with big brands

Beanz Means Heinz.

A promotional advert for Heinz Beanz, aimed at the group's foodservice customers. Working to a brand like Heinz means following strict guidelines while still making the offer work hard.

Bold and on brand
“BEANZ MEANS HEINZ” in huge type, in Heinz's signature teal, next to the iconic can and a full English breakfast.
The deal is impossible to miss
Cost, the off-invoice discount, the member discount and the recommended selling price each get their own panel, so a buyer sees the value in seconds.
Proof that persuades
Supporting stats give caterers a reason to stock it beyond price.

How we work together

From shelf to sales.

One partner, start to finish
The same team designs the pack, renders it and builds the advert, so everything looks like it belongs together.
Fast and flexible
From a single label update to a full range, work comes back quickly and ready to print.
A brand on the kitchen wall
Every year since 2024 we've designed Chef Approved wall calendars for their customers: a small piece that keeps the brand in front of the people who place the orders, all year.
Trusted with their network
Our work for The Wholesale Group has led to introductions across their supplier network.

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