black swan
the start of something better
CLIENT
Monde Nissin Australia
SCOPE
Strategy • Design • Realisation • Brand Playbook
THE CHALLENGE
The dip category had become homogenised and undifferentiated. Black Swan was becoming a repertoire brand. Our challenge was to create clarity, connection and distinctiveness for Black Swan.
THE SOLVE
A new creative platform, ‘the start of something better’, brings empathy and versatility to Black Swan. The vibrant, dynamic and distinctive Black Swan identity, new logo, portfolio strategy and packaging elevates and captures the sensory stimulation from our original home, the South Melbourne Market, in every tub.
+10%
Skinny was renamed as Reduced Fat and Classics as Favourites, and within 12 weeks of the new packaging launching, sales lifted over 10%.
$15M
sales gained in Crafted versus the year prior.
SOURCE: Brand Manager, Black Swan, Monde Nissin Australia. March 2024.
