THE CHALLENGE
The brief was very clear - to create a pro-palm brand that would capture the sustainability and forward thinking of KTC.
One of the main challenges was overcoming palm oil’s negative connotations.
Palm oil is the most efficient vegetable oil crop in the world. It’s an incredible commodity that is used across virtually every industry in the world. But that efficiency has led to overexploitation and unsustainable farming practices, devastating habitats and creating a very public bad reputation.
We needed to position the new brand as the credible, certified and sustainable future of palm oil. One part of our solution was to work alongside the Roundtable on Sustainable Palm (RSPO). By involving them in the media process, we were able to gain trust and credibility in the sector, while also helping the brand engage with a wider audience.
We needed to differentiate the new brand from existing palm oil products in the KTC portfolio and across the palm oil market.
Our first task was to identify the potential audience and define our brand’s purpose and position in the market.
We then had to create:
- A brand name and slogans/keywords
- A full suite of logos
- Colour palettes and fonts
- A brand story
- TOV and brand messaging
- Product packaging designs
Alongside that, we were tasked with launching the product with a full press campaign.
