Making tofu the next great protein

With over 100 years of history, House Foods, one of Japan's leading food brands, is renowned for its exceptional tofu, boasting a well-deserved and loyal following among Asian and Asian American consumers in the US. Still, tofu doesn't have the same respect it does in Eastern countries despite being incredibly healthy and appealing to folks looking towards plant-based diets. Our mission was to make it more accessible to US consumers through their easy-to-prepare meal kit.
We're all foodies now, but more importantly, the eyes eat first.
We helped the brand launch two new meal kits, House Foods Plant-Based Ramen and House Foods Tofu Hot Pot Kit, and our primary goal was to showcase the final product as an irresistible feast. It needed to be appetizing and familiar without losing any of the traditions typically associated with Asian cuisine. We deployed big, mouthwatering food photography to showcase the brand's kits. Yes, it's tofu, but we made it look "meaty" and all the more enticing with a modern, approachable feel. Bold background colors and subtle Asian-inspired graphics add even more shelf appeal—as most tofu products in the US are often stocked with other plant-based or imported foods, that kind of impact was mission-critical for the brand.

SERVICES

Naming
Brand Identity Design
Packaging Design
Product Innovation
Mechanical Production
Photography Art Direction

“Voicebox freshened up our packaging with a more modern and approachable aesthetic. The new look and feel helped open new distribution opportunities in both the US mainstream market as well as Canada.”

Katsutoshi Mizuno | Head of Marketing, House Foods