REGULAR PRACTICE GIVES WHOLE-FOOD BRAND FROOD AN IDENTITY BUILT FOR JOY, NOT WORTHINESS

Summary from the TLDR Design newsletter

Frood, a new range of healthy meal blends created by Frida Redknapp, aims to make nutritious home cooking quick and enjoyable without relying on the typical “healthy food” aesthetic. Designed by Regular Practice, the brand uses a bold, colorful identity, simple messaging, and appetizing food photography to emphasize flavor, convenience, and real ingredients, helping Frood stand out in a crowded market while making healthy eating feel approachable and fun rather than preachy.