Tofu Tasty, a sibling brand to Miso Tasty, represents an exciting new venture with a dedicated focus on the versatile and protein-rich ingredient, tofu. The inaugural offering from Tofu Tasty was the launch of 'Craft Tofu Knots,' a dry tofu variety traditionally cherished across Asia but entirely novel to the Western market. This product's introduction was initially catalyzed by a high-profile appearance on Channel 4's 'Sunday Brunch,' sparking the attention of a prominent supermarket's keen interest.
Our Key Objectives:
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Devise an innovative retail packaging design for Tofu Tasty's 'Craft Tofu Knots.'
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Establish a distinct brand identity for Tofu Tasty, harmoniously coexisting with our sister brand, Miso Tasty.
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Craft an intuitive, user-friendly website, introducing Tofu Tasty, showcasing 'Craft Tofu Knots,' and offering a curated selection of tantalizing recipes.
In this multifaceted project, my responsibilities spanned a spectrum of creative and strategic roles:
Website:
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Art Direction
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Design
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Animation
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UX & UI (User Experience & User Interface)
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Content Management
Retail Packaging:
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Art Direction
Remarkably, the entire project encompassing website development and retail packaging design was accomplished within a condensed timeframe of just three months.
Packaging Design
For the Craft Tofu Knots packaging, our aim was to create an impression of premium quality while ensuring it would unmistakably catch the eye on supermarket shelves. In Asia, tofu knots are often packaged in plastic pouches. We drew inspiration from the packaging format of dried pasta, particularly appreciating the elegance of boxes with a window that provides a sneak peek of the contents.
As for the design, inspiration emerged from the world of Japanese textile patterns, with their intricate motifs, and the rich, serene hue reminiscent of raw denim. This choice injected the packaging with a sense of premium craftsmanship, echoing the essence of wholesome, traditional food production. Infused with a recurring Japanese-inspired fabric pattern and a touch of organic irregularity in the shapes, we maintained the inherent playfulness that characterizes the Miso Tasty/Tofu Tasty family, infusing our Craft Tofu Knots packaging with a harmonious blend of sophistication and charm.
The product launch proved to be a resounding success, capturing the hearts of many delighted customers who, upon trying the product, found it truly exceptional. However, our journey revealed a significant pain point: the novelty of 'Craft Tofu Knots' left many customers perplexed about its true essence. Moreover, some potential customers, who had previously encountered and disliked conventional fresh tofu, prematurely dismissed it, assuming it was just another variant.
In response to these insights, we orchestrated a strategic transformation. We aimed to grant the product a more relatable identity, tackling the issue at its core. We achieved this by rebranding 'Craft Tofu Knots' to 'TofuWings,' drawing inspiration from the beloved and familiar association with chicken wings. Simultaneously, I restructured the information on the back of the packaging, meticulously refining the cooking instructions to render them clearer and effortlessly comprehensible.
The Website
The objective for the Tofu Tasty website was to establish a user-friendly platform, simplifying the process for individuals to explore and acquaint themselves with 'Craft Tofu Knots.' It served as an invaluable resource for customers seeking information about where to purchase them, with updates on new stockists as they emerged.
Recognising that 'Craft Tofu Knots' represented an entirely novel product in the market, our paramount concern was to ensure that customers comprehended not only what 'Craft Tofu Knots' were but also their nutritional benefits. To facilitate this understanding, we provided detailed information about their unique qualities and nutritional values.
Our website also served as a hub for culinary inspiration, boasting an array of tantalizing recipes specially curated for use with our tofu knots. As our product line continued to expand, we had plans to include additional tofu varieties and their corresponding recipes, offering a comprehensive resource for both loyal and prospective customers.
Site Map
Wireframe
Social Media Content For Craft Tofu Knots Launch
Click on an image for more details
Launch Day
Pre-Launch