Brand Creation | Packaging | Web
We live in Fremantle, a coastal city in beautiful WA, Australia.
We found an open-minded community, really welcoming and involved in subjects that matter to us like well-being, tolerance, ecology…
The values we wanted for SoFreo, our values, are linked to Fremantle's community lifestyle, it is So Freo, it is So Good. We wanted the brand to reflect the range of products Alex wanted to cook: organic, healthy, plant-based.
Our products are handmade, so I wanted SoFreo to reflect it with a handwriting font.
The term cuisine is written with a simple square font, neat as a clean kitchen. The wording is included in a circle with lines on the outside, which is based on an interpretation of the aboriginal symbol for a meeting place.
I had one condition: if we have to use a packaging, I wanted it to be as eco-responsible as possible. We choose to use vacuum seal bags to pack the Veggie Paté to be easy to handle and stock.
With the new system of compostable green bin in place in Perth, the compostable bag was my goal.
For the print, we choose a creamy brown paper, close to craft paper color, to express authenticity.
After months of research, I found two great suppliers:
So Freo website reflects our brand colors: black and crafty brown. It was developped to be Mobile-first responsive and accessible.
So Freo has three main target audiences:
The Vegan Food Market is expanding. The social demographics are mainly an audience between 25 and 45, lower to upper middle class.
Regarding Social Media, we choose to develop our profiles on Facebook and Instagram.