House Foods
Brand Positioning
Package Design
Copywriting
House Foods partnered with Truly Creative to reposition tofu for a broader, more mainstream audience. After analyzing the competition, researching market trends, and studying consumer attitudes towards tofu, we knew we had to make tofu less intimidating and even, dare we say, fun. Despite strong awareness, tofu remained underutilized, with potential consumers held back by confusion around how to use it and hesitation around appetite appeal and texture.
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Our work focused on making House Foods tofu easier to choose and use. We retained the recognizable color system but introduced a more human, expressive design, and a natural aesthetic. The talking "tofu" tells you its firmness level, making sure you get home with the right product that puts a smile on everyone's face. By simplifying the experience and adding a moment of delight, the new system helps shoppers feel confident bringing House Foods tofu into their routine.
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