The Moment of Change: Changing the game

By creating their own stir-fry product, Kanes Foods would be able to target a whole new set of stores that didn’t already have one – like Iceland, for example. They’d also be able to have greater influence over pricing and earn more back per pack. Sounds like a no-brainer.
 
However, if you’ve looked at your local supermarket shelf, you know that most of the stir-fry range is boring. Maybe not in flavour, but none of the packaging is particularly appealing. Kanes knew they needed some serious shelf appeal if they were going to get listed.

The plan we made

Kanes came to us with a dream and some delicious products, but that’s all. They didn’t have a name in mind or know how they wanted the range to look. What they did want to focus on, however, is that their stir-fries are rapid to cook, tasty to eat, and pretty good for you, too.

We took them through a creative journey, starting with a name for the new range. Our final choice was Presto – based on the musical term for ‘suddenly’ or ‘super fast’ – which perfectly emphasises the speed at which you can throw a stir-fry together. Plus, it’s pretty fun to say, and that meant we had to come up with a brand that was just as fun to look at. 

The story we told

For the main brand identity, we came up with a logo based on a variable font, meaning we could play with the size of lettering and really give Presto some personality. Depending on what you pair it with (nobody’s kidding themselves that sweet and sour chicken balls are healthy, but they are delicious), a stir-fry is a healthy choice so we reflected that with a little heart icon in the ‘o’.

When you look at the stir-fry shelf, there should be a riot of colour. So that’s exactly what we chose for the packaging – a range of bright, fun colours that would leap off the shelves, accompanied with unique patterns. We made sure the copy reflected the bright and breezy nature of the brand across the packaging as well, with iconography that reflected the brand’s USPs.
 
We sorted Kanes out with a unique website for Presto so the range was more easily searchable, rather than tucked away on the Kanes site, complete with a news section. And, now that the stir-fry range has been sorted, we’re moving on to design salad bowls next.

The Mighty change

Presto has become an absolute hit with retailers across the nation. The brand is available in every Iceland store (that’s over 892), 334 Heron Foods stores and a select group of Aldi stores. Kanes made back their initial marketing investment in just four weeks. It’s a hit with us, too – Robyn’s mum said the noodles were some of the best supermarket ones she’d ever had.