The team from Plant Powered Press was asked to develop a compelling 'brand story' for PlantAsia — an alternative meat range made entirely from plant-based ingredients.
PlantAsia is a truly unique product! The range offers Asian inspired plant-based meats including Roast Duck, Roast Pork, and sizzling Prawns.
Our brief was to create a brand story that would capture the spirit of this unique product range. We wanted to position the PlantAsia brand in a manner that would resonate with Australian consumers.
A 'brand story' is one cohesive narrative that describes the origins of a given brand, explains the brand's point of difference, and inspires an emotional reaction amongst consumers.
The team from Plant Powered Press was able to draw on several 'real world' inspirations to develop a compelling brand story for PlantAsia. We took cues from Asia's vibrant culture of street food, to help breathe life into the PlantAsia brand.
Our team also crafted the PlantAsia 'brand voice', which is adventurous, energetic, and bold. The written PlantAsia brand voice is now apparent throughout a number of key brand assets — including all product descriptions, product packaging, web content and social media content.
Today, the team from Plant Powered Press continues to manage a successful social media strategy on behalf of PlantAsia. Each month, we reach tens of thousands of highly engaged Australians via Facebook and Instagram.
Our team has successfully conveyed PlantAsia's origins in traditional street food — whilst enabling this narrative to remain relevant for Aussie consumers cooking at home.
PlantAsia's social media channels demonstrate high levels of audience engagement — and we're regularly inundated with support from Australian consumers who feel genuinely attached to the PlantAsia brand.
The PlantAsia range has also been featured in mainstream media outlets such as The Sydney Morning Herald and The Age; and has been promoted by leading advocacy organisations such as PETA, Animals Australia, and Vegan Australia.
At Plant Powered Press, we're excited to continue working with this unique and innovative product range – along with the people behind it!
WHAT THE CLIENT SAID
“Jess was instrumental in bringing PlantAsia to life. Her input meant the PlantAsia brand story is now clear and compelling — while the overall brand voice remains consistent and engaging for customers. We’re very pleased to have Jess contributing to the overall PlantAsia brand strategy.”
- Cale Drouin, Co-founder, PlantAsia
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