Today, we're excited to share the ongoing journey with HERCULEAN Prepared Meals, a brand dedicated to viewing life and our bodies as works in progress. Through strategic branding and a thoughtful rollout plan, HERCULEAN has embraced its mission to help people live healthier lives while managing growth sustainably and transparently.

Understanding the Vision

HERCULEAN’s mission is to provide nutritious, convenient meals that support a healthier lifestyle. Founded by brothers Ben and Nathan Canary in Indianapolis, HERCULEAN initially focused on calorie-conscious meals that were high in protein and low in fat, catering to fitness enthusiasts and health-conscious individuals. This vision of empowering health and wellness remains at the core of everything they do. As their business grew to serve a more regional and national customer base and they refined their own lives they also needed evolve HERCULEAN. They recognized the importance of balance—embracing a more holistic approach to nutrition. While they continue to craft healthy options, they now emphasize creating meals that are not only nutritious but also enjoyable and satisfying. This shift reflects a broader understanding that a balanced diet and lifestyle are more sustainable in the long run than extreme dietary restrictions. According to the Mayo Clinic, "Extremely restrictive diets are often unsustainable and can lead to nutritional deficiencies or disordered eating patterns. A balanced approach to nutrition, which includes a variety of foods and allows for occasional indulgences, is more sustainable and can support long-term health goals." By offering appropriately portioned and delicious meals, HERCULEAN supports a more balanced and sustainable approach to health.

You can find the Mayo Clinic's detailed insights on sustainable diets here.

Life as a Work in Progress

HERCULEAN's philosophy of viewing life and health as works in progress aligns perfectly with their strategic approach. Instead of rushing to complete every aspect of their branding and infrastructure at once, they’ve chosen to roll out updates incrementally. This method ensures that each change is meaningful and sustainable.

When you build a brand, do it on a foundation of strengths and honest philosophies. When you do, you won’t have to pull the wool over anybody’s eyes.

brand identities should come out of messaging strategy. icons are no different. no need for stock imagery, buddy!

A significant part of HERCULEAN’s strategy has been focusing on growth while managing resources effectively.

Their website was redesigned to reflect the updated branding and to improve user experience. The new site highlights their commitment to health and convenience, making it easier for customers to navigate and place orders.

The new South Indy store is a prime example of their work-in-progress approach. Set to open before the end of the year, this store will embody the updated brand identity and offer an enhanced customer experience. Existing stores remain minimally changed to ensure resources are focused on this new development.

HERCULEAN’s journey is a testament to the power of strategic branding and thoughtful rollout. By viewing their brand and business as works in progress, they’ve managed to grow sustainably and maintain a strong connection with their customers. At Flatland Kitchen, we’re proud to have guided them through this process, helping them align their brand with their business goals.

If you're ready to align your brand with your business goals and embrace your work in progress, let's connect.

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Work in Progress: The Strategic Growth of HERCULEAN