Regular Practice designs joyful brand identity for Frida Redknapp's whole-food cooking blends Frood

There is a certain trap waiting for any 'healthy' food brand. It's that whole worthy, slightly joyless aesthetic that signals goodness but risks forgetting the pleasure of actually eating.

Frood, a brand-new range of whole-food cooking blends, has sidestepped the usual virtue signalling, thanks to London studio Regular Practice.

Inspired by her own kitchen hacks and family favourites, she set out to make healthy home cooking effortless without sacrificing