Tofoo

Transforming a traditional ingredient into a modern-day disruptor brand

Brands on a mission make bolder moves

We know that many of us are looking to reduce our meat intake as part of a healthier diet and a more sustainable lifestyle. We also know that if the alternatives aren’t tasty, we won’t make the switch. But when one of those alternatives, tofu, is considered a slimy and bland white block, how do you convince people? Well, we helped build a brand that’s so much better than everything else, it reinvented the category.

A flavour revolootion

It started with the name. By calling our tofu brand ‘Tofoo’, we were able to shake up and redefine the category. We supported this with a manifesto that outlined our revolootionary new brand. We built an architecture that showcased an unexpected new range. And we created a bright new personality through a distinctive tone of voice and design that challenged perceptions. Put simply, Tofoo instantly became more interesting and creative than anything that had come before.

The tofu for today and tomorrow

Producing a tofu that’s firmer, tastier and more exciting means more people are enjoying a meat alternative more regularly. And we’ve helped change the perception of tofu being a bland product that’s difficult to cook into a tasty experience full of flavour and possibility. The meat alternative mission goes on as Tofoo continues to educate and drive a more sustainable tomorrow.

1/3

“We had a very credible market opportunity but needed a strong brand story to engage both retail customers and consumers. From the start of the design process StormBrands kept one thing front and centre: authenticity. Their brand identity for Tofoo is playful, energetic and witty. It tells the brand’s story in a friendly and natural way with a tone of voice that is fresh, laid back and confident. The Tofoo brand has taken the concept of Tofu and given it a shake up, completely disrupting and now owning the category.”

David Knibbs
Director, The Tofoo Company

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