Launching a fair impact snack brand from the ground up
CAJU
TOGO CASHEWS
caju is an emerging impact startup dedicated to delicious and fair cashew snacks. Their core mission is nothing less than to restructure the global cashew industry and help maximise profits for African farmers. By going new ways in sourcing and manufacturing their snacks save 90% CO2 compared to conventional cashew nuts. I was responsible for leading the project and executing business strategy, branding and packaging design.
Agency – DIO Studios
Client – Togo Cashews
Services – Creative Direction, Business Strategy, Naming & Branding, Packaging, Photography
2023 – ongoing
To underline the disruptive nature of their mission, I developed a fitting African-inspired brand identity that allows caju to be bold, fun and delicious at the same time. Entering a highly competitive field in the FMCG market the brand design also needed to stand out against other products in the shelves in both visuals and messaging.
Branding with impact
It's not easy to be noticed next to other snack brands. That is why we analysed the brand language of our competitors and developed a packaging design that makes caju stand out on the shelf. Both visually and with a clear, bold message that calls for more sustainable, fair snacks.
In addition to the positive impact caju creates for both the environment and workers in Africa, the bags are made from a new innovative 100% mono plastic. The innovative material guarantees that the packaging is fully recyclable, contributing to the brand's positive impact on the environment.
PACKAGING WITH A MESSAGE
Since its launch in 2022, caju is now listed in over 250 supermarkets and stores across Germany, and it's not slowing down. The brand is forecast to reach the 2,000 point of sale mark by the end of 2024.
a brand strategy that pays off
Responsibilities
Creative Direction
Business Strategy
Brand Consulting
Naming & Branding
Packaging
Photography
Lead & Execution
