Background

We were briefed by Tracsim a brand-new food company under Olam, one of the world’s leading agricultural companies. The brief was to create a new brand for a variety of natural products from cashew butter to coffee, muesli to cookies. We had a little over 50K SGD to build a brand from scratch. The new brand had to be launched in Singapore and then expand to other countries. Tracsim sources its ingredients from all around the world and follows sustainable practices while doing it. They help local communities grow, support farmers and keep their environmental impact to the minimum. It was crucial to bring their impact to life in our branding exercise starting from the name of the brand to the packaging.

Describe the creative idea (40% of vote)

Our target audiences are 25 years old and above. They are well educated. They are conscious about how their actions can create a negative or positive impact on the world, hence always chasing more information. They constantly seek natural, organic and unmodified products that meet their essential health and nutritional needs. They question the norms and read the back of the pack to find out ‘’What is it made of?’’, ‘’Where do the ingredients come from?’’, What kind of impact is it making?’’. Understanding Tracsim and the expectations of the consumers, we’ve designed a sustainable, traceable and transparent brand committed to be honest to its consumers. That’s why we’ve overloaded our branding with information, from packaging to e-commerce site, in-store to online films.

Describe the execution (40% of vote)

Let’s start with our packaging. Each product label aims to inform consumers about their impact to the tiniest detail. It always starts with an intriguing question. That leads to loads of information and answers, including a massive QR code. Each answer reveals one part of the story. Arrows help create an easy-to-follow, step by step read. We also added simple illustrated stories as support. On the back of every pack, we shared even more about the impact created or the packaging itself, that uses only reusable and compostable materials to reduce plastic pollution. Each label is colour coded to differentiate the products and related information. We have applied the same principals to our e-commerce site and online films. Every available space, every second of video content is utilized to inform consumers.

List the results (20% of vote)

The products have started being sold on the e-commerce site www.refoods.com since 17th December and in selected grocery stores since 29th December. Hence, at this early stage of the soft launch sales numbers haven’t been tracked yet.