Golden Bean Tofu
Sustainable Packaging | Brand Identity Product Concept | Teaser Campaign
Overview.
GOLDEN BEAN Tofu is a tofu company with a range of tofu to excite palettes and bring something fresh to the table.
It catches the attention of those perhaps not even shopping for tofu, and sparks intrigue in those who are new or long-time consumers.
This sustainable packaging solution is not only good for the environment, but also champions over its predecessors in helping the planet, as well as garnering a wider audience and sending out a stronger message that positively impacts the planet.
Audience.
The primary audience are Millennials and Gen Z, as they value sustainability. They want their food to be healthy and naturally made, with corresponding packaging.
Children are the secondary audience, as their parents/ guardians will be passing down their diets and instilling these values.
Project Objective.
This project was about creating a socially and environmentally conscious packaging design series that exemplifies sustainability and unified branding while adhering to Canadian labelling requirements.
The visual identity consists of brand creation, logo design, harmonious typography, and a supporting colour palette.
The concept was of personal interest and bettering the existing market. The method entailed gathering detailed research on sourcing, manufacturing, distribution, and sustainable packaging solutions.
The final deliverable requires die lines made using industry software, prototype mock-ups and product photography.
The teaser campaign requires an understanding of how to build interest and excitement from consumers, including social media posts, print ads, a motion graphic and a video used for further advertising purposes.
Personal Objectives.
In this project I wanted to design a product and packaging that was fun and that I myself would want to purchase. I wanted to understand what makes product packaging sustainable and environmentally conscious, and the process required to meet this goal.
Having to create a prototype mock-up meant some hands-on design iteration to ensure that the die lines were correct, colours were true, and typography was coherent. I was curious to learn about the undertaking of Canadian labelling requirements, which proved to be specific and precise.
Finally, the teaser campaign was meant to garner interest from consumers as this is a new brand on the market. It was important for me to maintain brand identity while generating intrigue.
Tools & Software.
+ Photography
+ Illustrator
+ After Effects
+ Premiere
+ Photoshop
Deliverables.
+ Brand Identity
+ To-scale prototype packaging
+ Die lines
+ Print and social media mock-ups
+ Motion graphic and video ad
+ Organized files, print ready and packaged with fonts and assets
Research & Inspo.
The research behind the visual design of this project included field study to look at the current market of tofu products. This prompted the idea of considering how to make a brand of tofu that was distinguished.
Japanese food packaging was the inspiration behind the branding, as well as the idea of making it cute and fun. Creating a mascot to support and represent the brand was integral in making this brand memorable and identifiable.
Result.
The final delivery of Golden Bean Tofu was a colourful and fun-loving brand that shows a new side to tofu to new and long-time consumers. It is meant to inspire home cooking, experimentation with food, and joy of discovery.
Golden Bean Tofu offers 3 varieties: chickpea, soybean, and red lentil. It is marketed towards Millennials and Gen Z as they are the most sustainably conscious generation, and will pass down their habits to their children. This generation wants to find joy in the smallest of moments, and having a cute mascot as part of the brand means this brand will be memorable, lasting, and exciting.
