Description:

Since opening Sydney’s first plant-based eatery more than 35 years ago, IKU has nourished and healed their customers with simple plant-based meals. Thanks to their innovative vision, delicious vegan dishes and the support of their community, they’ve now stepped beyond the storefront to offer an online delivery and retail service that brings a whole new level of ease and accessibility.

IKU needed a brand refresh that would not only nod to their rich history, but also maintain their local vibe as it grows to a national level, all the while presenting a more exciting, vibrant and youthful identity to a new younger market.

Having noticed that much of the photography in the category felt humanless, stark and uninviting, we wanted to give IKU a clear point of difference that strayed away from the “perfect” overhead meal shot. Working with partners, we produced and art directed a suite of images that not only celebrated the food itself, but the beautiful moments (and mess) that shared meals at a homely kitchen table create.

Photography was key to the packaging — showcasing the IKU experience in a way that would entice people to try it. Packaging was also an opportunity to use the extended colour palette to visually categorise IKU’s extensive menu, making it easy for the customer to distinguish between curries, savoury snacks, desserts and more.

Ensuring the IKU story and belief in balance isn’t lost when it comes to their products, the back of each pack gives an insight into their history, while the mailer box stacks to mimic the logo.

We worked by IKU’s side not only to ensure that the packaging suite would do justice to IKU’s mouthwatering food, but also to highlight IKU’s high ambitions and deep research into sustainable packaging. Their sustainable packaging journey is ongoing, with the goal to launch a fully circular packaging solution where customers can use and return their containers.

Currently, IKU’s packaging is mostly compostable with an aim to be 100% compostable when technology allows. The tape they seal their boxes with is biodegradable and the insulation they use within their boxes has won sustainability awards.

The packaging design clearly communicates how to dispose of each elements, while also highlighting IKU’s key values and its unique approach to sustainability with as much transparency as possible.

Since the brand’s launch in August 2021, IKU have seen proven resonance with their target audience of Millennials and Gen Z. They’ve seen strong month-on-month sales growth, above average conversion rate and retention, with 60% of IKU customers choosing to come back and shop again (that’s more than double the industry average).

The rebrand also helped IKU gain coverage in some of Australia’s most prominent urban publications like Broadsheet, The Daily Telegraph and 9 Honey, reaching a total of just under 14M people in under 12 months.