Introducing America to the joy of Tahini
- Market Audit
- Brand Strategy
- Logo Design
- Packaging Design
- Visual Identity System
- Social Media Design
- Photography / Art Direction
In 2019 Julia’s Superfoods approached Billion and asked our team to partner with them on a journey with an ambition of introducing their range of Tahini products to the wider U.S. market. An ambitious project as Tahini, which is a Mediterranean Ground Sesame Paste, would traditionally be associated with the confines of the ‘Ethnic’ aisle. Julia’s goal was to inspire people to use their products in an everyday American way as a spread and dressing – effectively creating a new category. In order to break conventional thinking – a strong brand strategy would be required to ensure the product offering was clearly understood and viewed as relevant to a health conscious consumer.
The key challenge as we saw it was a fundamental consumer education. We needed to share with Americans what Tahini is, what it is made from and how best to use it in a way that was not exclusively Mediterranean. Based on insights from a New York based research partner we shaped a brand strategy with education and inspiration at the core. One that wished to share the joy of Tahini through the eyes (and heart) Julia herself. Julia encourages us to ‘upgrade every meal’ as adding a drizzle of Tahini is a flavour and nutrition enhancement every time. Delicious and nutritious!
The result was a brand that felt celebratory and imaginative – a true culinary adventure. The visual and verbal solution positioned Julia’s Tahini as a contemporary, modern and inviting brand. An incredibly versatile product too as it goes with so many food types.
Bold, generous and confident – the brand look and feel embodies the characteristics of Julia herself! It also captures the modernity of health conscious yoga culture and a strong feminine spirit that boasts so many health benefits and usage occasions.