Client: Sympli Natural / Range of Work: Branding, Creative Direction, Packaging Design
Sympli, a line of fresh-frozen vegetables from Nigeria, needed to rethink its brand as it looked to expand its product line and increase global distribution. The challenge was to engage the target consumers (busy, working women of African origin) to use frozen versus fresh ingredients. I spearheaded the visual rebranding effort, establishing a new creative direction that drove awareness, educated, and motivated interest in the product line.
Art direction. Brand photography evoked food drama that highlights the natural freshness and vibrancy of Sympli’s ingredients. Rustic settings were used to evoke a sense of “home.”
Packaging. The updated design highlighted the fresh rather than cooked ingredients to more accurately display the products. The use of the African map on the packaging conveys authenticity and creates an immediate resonance with the consumer.
Brand activation. The brand launch was a full 360 campaign that included television and newspaper advertising, social media, samplings at point-of-sale as well as local churches, a redesigned website (with rich imagery, new recipe content and improved user experience), and a highly-anticipated television event on BEN TV – the Sympli Yam Cookoff, featuring top African chefs in London. I set the creative vision for all customer touch points, working closely with the junior designer, web designer, video editors and influencers to ensure cohesion and brand-right execution across media.
