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.

It started with the name. By calling our tofu brand ‘Tofoo’, we were able to shake up and redefine the category. 

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.

+

Client: London Business School/Black in Business
Project: Rebranding 
Agency: Stormbrands
Role: Executive Creative Director
Date: 2021
Region: UK