To re-fresh a dull, cheap and out-of-date line of tofu packages including a minor brand refresh. To help extend Soyarie's market reach.
Through focus groups and online research we found a new type of consumer lurking in the supermarket. They are called flexitarians, and these ‘foodies’ eat vegetarian foods and in a heart beat it eat a rare fillet mignon. They are an experimental group who have eclectic eating habits but who had been missed in the usual vegetarian marketing strategies. Generally, a more adventurous buyer who pride themselves on being worldly and knowledgeable about the food they eat.
It made sense to design the packs in such a way that didn't present tofu as a meat alternative, but as a delicious meal or snack in it's own right. We did this by creating new names as well as packaging that was more worldly and adventurous by taking visual cues from packaging in Japan (where the owners roots are from). The result is a fun approach that incorporates characters on each of the packs; each product line has it's own unique character to suit the offering.
Brand refresh, packaging, tradeshow booth, sales sheets and website.
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