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SOYUZ - Soya Products

Name and Logo Design

Soyuz is an FMCG brand that focuses on healthy soya derived consumables. We first worked on the name. Their name on the logo was designed to give an easy pronunciation for consumers by using a gap between So and Yuz. Yuz sounds like YOU which represents that it’s personalised to YOUR (the consumers’) health concerns. The design of the logo also has a soybean shaped vector in the back to represent the main ingredient of the products.

Keeping the vision of the company in mind we made their company profile where we articulated in detail the company’s missions and objectives and what they stand for. This would be used as a guide for all further branding exercises.

Tagline and Mascot

Creating a community is important for every brand. This can be done through brand elements. We created an identity for the consumers of the brand using the Mascot and a catchy Tagline, which could also be used in all future branding.

Who is a Beaner? Beaners are those who reap the benefits originating from the humble soybean which is more than just another legume. Beaners are these visionary people. They are the flag-bearers of a new, healthy community who understand the value of consuming the right foods. A Beaner is anyone spreading awareness, gaining knowledge, and educating people that soy foods aren’t just for vegans, but everyone.

We aimed at health awareness and educating people about soy dietary benefits and the various ways in which one can attain truckloads of goodness simply by involving soybean in their routine diet.

Later on, this campaign would be extended on Social Media Pages as “Adventures of Beaner”. Read further for more details on this campaign.

Be a Beaner

Become a Soyabean user or Be like the mascot “Beaner”

 

We aimed at health awareness and educating people about soy dietary benefits and the various ways in which one can attain truckloads of goodness simply by involving soybean in their routine diet.

Later on, this campaign would be extended on Social Media Pages as “Adventures of Beaner”. Read further for more details on this campaign.

Extensive Market Research for Organic Social Media growth

Research is always the first step and starts before anything else. Knowing about the market and product you are about to sell is absolutely essential.

We had two main objectives:

  1. Acquiring the existing vegan health-conscious customers

  2. Attracting the more unaware consumers by educating them about the benefits of the product

Keeping in mind all the extensive knowledge we had acquired about soya, we worked on our social media strategy. The goal was to get as much organic growth as possible, to ensure that the top of the funnel leads was strong and had a better chance of converting.

Power of Research

While the product was being developed we launched a hype campaign called the Adventures of Beaner – as an extension of our Be a Beaner campaign, as mentioned above. We shared creatives with different scenarios that the Beaner was in every day to get the viewer hooked to the story. Beaner would log every day in the captions telling the audience about his daily routine, mentioning that he is getting ready to get out of Soyland for a big adventure. This created a lot of intrigue and curiosity without revealing the product. Moreover, he was able to establish the values of the brand before the launch by talking about sustainable living and eating healthy.

We then launched an educational campaign of Soyabean Facts alongside real-life tofu recipes made by influencers. The Beaner mascot also kept making his appearance on the page regularly.

Does a Brand design Include.

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160%

Colors

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Typography

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Design System

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Brand strategy &

design process.

Discovery

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Research & Brand Srategy

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Sketching

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Revisions

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Presentation

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Delivery & Support

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