Black Swan

Distinctive Dips Packaging

Black Swan's iconic food brand started as family business with a passion for bold flavours and experimentation in the rowdy South Melbourne Market in 1985.

– Strategy
– Identity
– Packaging Design
– Campaign
– Digital Design

Challenge

Black Swan dips needed to reposition their brand. Over time they had lost ground to new competitors, losing their distinctive positioning. They needed to reengage audiences with distinctive packaging, and a brand proposition that they could engage with that went beyond simple product benefits.

Black Swan packaging range of dips, arranged on a black table with surrounding raw ingredients.
Black Swan soup packaging arranged on a black table with surrounding raw ingredients.
Black Swan yoghurt packaging range.
Black Swan Hearty Risotto packaging range, surrounded by various raw ingredients on a wooden table.

Solution

Fluid developed a new brand story built around the brand’s authentic heritage in the South Melbourne market, utilising their strong black brand colour in a new way to better connect their visual assets with their brand story. Embracing a crafters personality that was all about combining the right ingredients in the right way to create bold flavours, the brand had a story that could be used to platform into new product development, activations and new category brand extensions.

Black Swan Lactose Free Naturally Sweet Greek Style Yoghurt packaging, placed next to granola, yoghurt and berries.
Black Swan Spicy Egg with Capsicum Dip packaging resting against a wooden chopping board , with the dip spread on some white bread.
Image of a bagel with salmon and avocado next to Black Swans smoked salmon dip.

Outcome

Black Swan was nominated for a 2016 AGDA Award and sales significantly increased as the new positioning was leveraged into new soup, risotto and dips ranges.

Awards

AGDA Awards Finalist logo
2016 AGDA Award Packaging Finalist

Visit the awards page

The Black Swan dip rebrand was the first pack redesign that I ever completed where a sales manager stated, in front of a buyer, that an aesthetic change to the brand and packaging resulted in a sales increase.

Kirstin O’Brien – Marketing Manager, Monde Nissin Australia

BlackSwan carousel 3 A
Black Swan DIP packaging range on a marble table.
Close up of Black Swan's Low Fat Greek Style Yoghurt coconut packaging.
Close up of Black Swan's Low Fat Greek Style Yoghurt packaging.

Deliverables

– Strategy
– Identity
– Packaging Design
– Campaign
– Digital Design

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