More Than Just Branding

Primasoy is a family owned company producing organic tempeh since 2005. Their tempeh is made in Melbourne and distributed throughout Australia. Their passion for tempeh stems from their desire to replicate the food they grew up with in their home town; Malang, Indonesia. Like many homes in Indonesia, tempeh has always been a part of a family's lunch and dinner table.

Problem: 

Primasoy's positioning in the market was unclear. It failed to represent what truly made it stand out from the crowd; a premium, family run and handmade Tempeh product.

How we solved the problem: On the surface, this may look like a branding problem but in its essence, Primasoy's positioning and creative strategy was crying for direction.

How we solved it: 

We created more consistency by creating a new brand tool kit and style guide to bridge the gap in design, voice and intent. We provided them with a cohesive brand strategy in every channel and activation. Most of all we gave them the tools to communicate and stand out from the rest going forward.