Itsu’s brief to me when designing their new frozen gyoza range was to premiumize the frozen category.  In a section not typically thought of as gourmet the clear way to make this product look foodie was with really glamorous food photography, offset by clean and simple matt background.

The pouches really stood out as moden amongst more traditional competitor brands. We used colour bars and unique food styling for each SKU to show flavour differentiatio.

For the launch campaign I came up with tagline ‘Ready. Set. Gyoza!’ which helped to tie in both the ease of preparation (only 3 mins) and also that the product was all new. 

Along side print ads, we created a series
of recipe videos for social media, showing consumers delicous ways to use them which received great engagement and helped to inform the brands approach to digital marketing going forward.