The objective of this website refresh was to infuse the Nasoya brand with lifestyle-oriented visuals that depict the ease of incorporating tofu into a healthy lifestyle, while positioning the brand as an approachable leader in the healthy eating conversation. Social channels also required a redesign and fresh approach for overall tone and visuals.
Nasoya’s primary challenge was rising above shopper’s misconceptions of their products. Mainstream consumers are afraid of tofu. They find it hard to cook with and don’t know how to buy, prepare, or store it. Additionally, consumers perceive tofu as healthy, yet bland with an unfamiliar texture.
Leveraging enticing visuals, we shifted to a lifestyle-focused experience vs. a product-focused website. In addition to creating recipes for lunch, dinner and snacks, the site educates consumers on how to prepare products and how to integrate tofu as a nutritious supplement to their weekly meal planning.
Leading the conversation–that’s easy. Did we replace chicken wings on Super Bowl Sunday? We did not. But we did provide healthy and delicious recipes that spurred conversation. We used current events, relevant themes, and holidays as opportunities to get people talking about tofu.
