What we did
- Brand Strategy
- Branding
- Web Design
- Packaging
After 25 years in the industry, Extons saw an opportunity to take control of quality, supply, and pricing by creating a brand of their own. With rising costs and ongoing uncertainty putting pressure on professional kitchens, they needed a brand that could hit the ground running and make an immediate impact. We helped Extons create a brand to fulfil that need, one they could be proud of while supporting the foodservice sector to thrive.
Creative
Using a tailored brand development approach, we reframed ‘budget’ as ‘high-performance value,’ focusing on the qualities that matter most in professional kitchens: functionality, consistency, and real-world application. Market research and internal testing shaped every stage of the work, allowing us to lead with proven benefits including reliable melting, elasticity, and taste parity once cooked. Visually, we created an identity designed to cut through a crowded category, built around bold colour, molten textures, and expressive ‘squidgy’ typography to make performance feel tangible and distinctive. Packaging, digital assets, and campaign materials were designed to scale seamlessly across multiple SKUs and future sub-brands, ensuring long-term consistency and recognition.
Result
We turned industry disruption into a confident, high-energy brand, helping Extons convert a supply crisis into a clear competitive advantage. The new identity positioned analogue blends not as a compromise, but as a smart, professional choice, shifting perceptions across education, hospitality, and cost-sector markets. Working in close partnership with the in-house team, we supported rapid rollout across B2B packaging, sales materials, and digital touchpoints, ensuring the brand could move at pace in a fast-changing market.
“Ahoy became a true extension of our team from day one- acting as a true strategic extension of Extons. They understood our challenges, our customers, and our data, and turned that insight into a confident, commercially powerful brand – completely shifting how our customers perceive value. Their thinking and execution were fundamental to the success of Marvellous Melts.”
– Steph, Senior National Account Manager
Extons Foods.
