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FREE Brand Audit

Ferm

Ferm wanted everything from a fresh logo to eye catching packaging that would stand out from their competition

Client

Ferm

Service

  • Positioning
  • Branding
  • Logo
  • Packaging
  • Website

First Steps

Ferm came to us, knowing we were experts in Tempeh. They wanted a brand identity created from scratch as well as a logo, packaging, and a website for a new frozen food product line. Their blue skies goal was to expand internationally and become a world recognized fermented food company.
The request for overall design was to be simple, yet bold to set them apart from their competitors and easily get their message across. PQ needed to ensure there were lots of possibilities for assets of all types and also a strong brand story for communications in other avenues.
Piquant came up with multiple concepts for a logo, brand icon, and a brand development moodboard. Branding guidelines and colors were selected based on the idea of a cartoon family of legumes that would serve as iconic ambassadors to the company. Packaging for frozen products were developed that featured graphical assets icons, badges, and stickers.

Goals

They came to us with these goals for their launch:
  • A completely new brand identity
  • Simple yet striking packaging design
But here at PQ we added a few more goals:
  • Branding and assets that could work on every avenue (from packaging and printed assets, to website and socials)
  • A way to highlight the different products within the line while still keeping an overall theme.
  • A strategy to visually engage a target audience

Positioning

Ferm needed to stand out from their competition, PQ launched an in depth analysis of the company image, competitors, and target audience to find the perfect positioning.

Branding

We developed a brand that is both bold and playful by creating a series of unique, bean-like characters for each product, affectionately named our 'Fermily.' This introduced a fun play on words and a distinct tone of voice for our marketing. In addition to our Fermily members, we designed a collection of fun, old-school fruit label-style stickers to highlight key ingredients and stats, enhancing our packaging and marketing materials.

Logo

To capture FERM's essence, we designed a bold and playful wordmark with slight imperfections and customizations, reflecting the diverse shapes and sizes of the beans and proteins in their ingredients. Additionally, we created a mascot to serve as their icon, embodying the fun-loving family (or 'Fermily') side of the brand.

Packaging

The goal was for FERM's products to stand out in a crowded freezer. We made them bold, vibrant, and a bit quirky, ensuring they will pop off the shelf compared to competitors.

Website

We put together a simple e-commerce site that used all the same branding, colours, fonts, and fun from the packaging design to bring life to the website.

Results

Sold out at launch event!

A great response overall

A brand guide that surpassed goals

Working with Piquant Marketing has been a game-changer for us. Their creative team perfectly understood our vision and brought it to life with meticulous attention to detail. Their thorough understanding of plant-based products truly sets them apart, resulting in flawless packaging and website design. Thanks to their expertise, we successfully launched at the Vegetarian Food Asia 2024, where we sold out!

Chevonne, CCO & Co-founder, FERM

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