BRAND DEVELOPMENT & COMUNICATION STRATEGY
FEEL GOOD FOOD
The client
That was me. I was my own first client. This business sparked the flame—or rather, gave my passion an outlet and direction.
At the end of March 2020, I left my secure work environment to branch out in a completely new direction. My passion for good food, combined with the glaring lack of quality vegan baked options and a growing plant-based market, inspired me to start the company. (Maybe "inspired" is the wrong word to use. I think I was mostly just irritated).
My initial business strategy was to sell wholesale to restaurants. Unfortunately, as we now know, my timing could not have been worse.
With all restaurants closed and only essential services allowed to operate, I had to adjust my strategy pretty quick. (I think the word we all loved to use was 'pivot.' Eye-roll.) This left me with only one option—the one that terrified me the most: social media.
The work
Ok. I'm not going to lie. This was hella fun.
I got to design my own brand, develop my own voice, I got to be the decision maker from the start right up to the end. I did all the design work, the logo, packaging, product shoots, photography, copy, client liaisons, marketing, you name it. I must be honest, I am still proud of what I created.
I have pretty strict Christmas rules. (I’m sorry. What?! Christmas rules?! Seeing this in the cold light of insta makes me realise just how goddam RIDICULOUS that is. Maybe I need to take a moment and re-evaluate my priorities. But we can put a pin in that and circle back later…) The point is. It’s not Christmas until it’s December. But guys. 2020 has been a whole year of broken rules. (Work meeting in pyjamas anyone?) So why not add just one more. LIKE POSTING CHRISTMAS STUFF BEFORE DECEMBER! She. I feel liberated. I’m not sure what it is. Maybe it’s that icing sugar is the closest thing we’ll get to snow. Or maybe it’s reminiscent of the grannies and their yearly baked Christmas goodies (watch this space for vegan shortbread! But don’t hold your breath- the first batch was an epic FAIL). Maybe it had to do with me ACTUALLY being organised (did I hear someone say Christmas market?!) but the kitchen has been a flurry of activity and man oh man has it been FUN. So in my typical impatient style - I present the gloriousness of our Christmas cookie treat box! All dairy free. All delicious. And all 100% guaranteed to put you in the Christmas mood! (Even if it’s still November).
So y'all think that today is just another Friday. WRONG!!! THIS Friday, is the day your life changed. For like, ever. This was not meant to be a post, hence the slightly wierd photo. But it was SUCH a win that I simply CAN NOT not share. Hmm. Need to rethink the structure of that sentence. Nah. I'm too excited. Moving on. Wanna know all about it? You bet you do! Hoisin Tofu Gau Buns. (Gau buns purchased at my fave little spot in Chintaown. Obvs). You need: Block extra firm tofu, sliced 6 TBSP Hoisin sauce 2 TBSP Soy Sauce 6-8 TBSP Maple Syrup (although I'm guessing you could probably sub for sugar? 🤷♀️ Anyways, do to your taste) 2 tsp crushed garlic Mix all the ingredients (except the tofu) together to make a sauce. Add a bit of oil and garlic to a frying pan, fry the tofu for a bit, then add the sauce and let the tofu absorb all the flavours and reduce the sauce until it's all nice and sticky. Med heat. Pickled veggies. I used carrots and cucumber! Just slice nice and thin, then leave in a mixture of rice vinegar and sugar (I sort of guessed quantities-so I did about 10 TBSP vinegar to 3 TBSP sugar), for like about 10/20 minutes. The slight acidity is awesome, and it adds an extra little crunch! Defs don't miss this step. Steam your Gau buns. Other optional toppings- Roasted sesame seeds Coriander Spring onion Sliced red cabbage (unfortunately we didn’t have but I’ll make sure for next time!) Assemble. Consume. Revel in the glory of your creation. There you have it folks. Tell me if you try!! Happy Friday!!! As always, thanks for all the love and kindness. Quite fond of you insta kids 😎❤️
Call me a late bloomer. Maybe an ironic hipster. Or perhaps I just beat to the rhythm of my own drum? The real question though is, why in over 25 years of baking HAVE I NEVER BAKED A BANANA LOAF?! I EVEN missed the lockdown-banana-loaf-baking-craze/train. 🤷♀️ Why don’t we just settle on, good things come to those who procrastinate. Like this here loaf of magic, light and fluffy, soft and tasty, banana goodness. Sugar free. Healthy. (How can it be true?! And yet…) Vegan. And most importantly DELICIOUSSSSSSSSS….. Man oh man. Smear either your fave nut butter, and bobs your uncle. 👊 Day is made. Life is changed. (Well. Probably just my life since y’all have been at this bread loaf thing for years 🤷♀️).
Honestly, I really miss this account. I loved the community we built, it was genuine and authentic. It's still up if you want to go and check it out. Without sounding too cheesy, this is the space that I found my voice. It still makes me happy when I read what I wrote. And now that I do this as a job for other people, I realise how precious it is to be able to write in your own voice, not someone else's.
It just hasn't been updated for ages (obvs) but I keep it around with the hopes that one day I'll get the time to pick it up again. You can check it out here.
Print Media & Graphic Design
