I Like Tofu

GOAL/

The main goal was to create a distinct and premium tofu brand that would stand out on the shelf with its unique flavors and visual identity. The target audience was more flexitarians and plant-based eaters rather than strict vegans, people who are willing to spend a bit more on quality food.

SOLUTION/

We launched a line of 8 organic tofu products, offering a rich variety of flavors.

The name I Like Tofu comes from a cheeky idea “I like to fu…”, subtly wrapped in a layer of playfulness that only the most imaginative will pick up on.

Since tofu originates from Japan and China, I wanted to reflect that heritage in the visual identity. The design was inspired by their culture, traditional calligraphy, characters, and brushwork techniques.

All illustrations I custom-made exclusively for this brand, representing the ingredients found in each product. These ingredients are also highlighted with bold color blocks on each package. The upper line of the color blocks is aligned at a consistent height, so when the boxes are placed side by side (no matter the combination) the line flows seamlessly from the first to the last.

Following the tofu line, we launched a Japanese Tamari soy sauce, marketed as the perfect marinade for our tofus.

Observing our customers, we noticed they often used the tofus to make spreads. So we launched two of our own.

The I Like Tofu brand was introduced to the Italian market, with additional availability in Slovenia and France, and occasionally in Croatia and Denmark.

AWARD/

Finalist at 7th Biennial of Slovene Visual Communications in category of packaging

MENTION/

Packaging Of The World