Dragonfly Foods
SOARING TO NEW HEIGHTS
The brief
Define the brand strategy for Dragonfly, centring around quality, particularly articulating ‘why is Dragonfly Tofu so good?’
Define how to position the core of the range and recommend how to organise the portfolio architecture.
Create an enhanced design system for the products in the range that bring the proposition to life throughout.
What we did
Desk research into current attitudes to vegan, trends, packaging evolution in design, social influencer analysis, competitor analysis (positioning, messages, packaging and design codes).
Define the target consumer.
Review and critique the existing brand identity.
Factory tour.
5 senior retailer interviews.
Breakthrough strategy workshop.
Firecactus proprietry visual impact analysis.
9 packaging design concepts.
Consumer research groups.
Finalised packaging and photography.
The outcome
A new brand positioning for the brand based on Dragonfly Tofu been the highest quality tofu hand made to exacting Japanese standards.
A packaging design system that educates the audience on the flexibility and imagination that Tofu can add to your weekly cooking repertoire.
A new brand logo that speaks of quality and smartly uses cooking utensils to form a Dragonfly motif.
Clarified on pack hierarchy and messaging.
A range of engaging new serve photography for each pack variant that tessellates across the range of products.
“Firecactus are an all-in agency. From the very first meeting they challenged and excited us about the potential for our brand. They brought big vision thinking and razor sharp insights to the strategy phase and then took that seamlessly through their inspiring design process. They helped us find a strong proposition in a fast growing market and since re-launch we’ve seen fantastic results. I could not have made a better decision on my agency.”