Soo fadiso, come sit down
Somali Kitchen
Deliverables
Commercial positioning, brand strategy, brand tone & messaging, visual identity, packaging design, trade presenter
Soo fadiso, come sit down
Somali Kitchen
Deliverables
Commercial positioning, brand strategy, brand tone & messaging, visual identity, packaging design, trade presenter
The
Challenge
To introduce Somali cuisine and a range of award-winning sauces to health-conscious shoppers who crave variety and convenience, overcoming cultural bias and making space at the table for Somali ‘basbas’ sauce.
The
Approach
We worked with anthropology and semiotic expert Dr. Michael Bloomfield to identify positive Somali cultural cues - exuberance, character and warmth, finding parallels with perceptions of ‘premium’ in British food and drink brands. To make authentic Somali 'basbas' accessible and inviting, we positioned it as a chutney. By using language that British audiences understand, we instantly solve the obvious questions ‘What is it?’ and ‘How do I use it?’ . Our design exudes delicious, authentic ‘homemade’ flavour and quality - it’s a peek through the window of a welcoming home, an invite to pull up a chair, and come sit down. Our key messaging underlines Somali Kitchen’s brand purpose: ‘Whoever you are, wherever you’re from, the taste of home still feels the same. Meanwhile, callouts like ‘Big Flavour Chutney’ and ‘low sugar’ keep key purchase-drivers front and centre of our pack messaging hierarchy.
The
Approach
We worked with anthropology and semiotic expert Dr. Michael Bloomfield to identify positive Somali cultural cues - exuberance, character and warmth, finding parallels with perceptions of ‘premium’ in British food and drink brands. To make authentic Somali 'basbas' accessible and inviting, we positioned it as a chutney. By using language that British audiences understand, we instantly solve the obvious questions ‘What is it?’ and ‘How do I use it?’ . Our design exudes delicious, authentic ‘homemade’ flavour and quality - it’s a peek through the window of a welcoming home, an invite to pull up a chair, and come sit down. Our key messaging underlines Somali Kitchen’s brand purpose: ‘Whoever you are, wherever you’re from, the taste of home still feels the same. Meanwhile, callouts like ‘Big Flavour Chutney’ and ‘low sugar’ keep key purchase-drivers front and centre of our pack messaging hierarchy.
The
Outcome
Initial interest from buyers has been immediate and incredibly positive: "The products and branding look great!" ~ Kelly Orme, Buyer @ CoOp. The challenge now begins to raise investment and make a space at the table for Somali flavours.
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