Mitsuba: From launch to viral
Launching a product in the Netherlands from scratch across brand, packaging, content and influencer marketing. A casual snack tip became a TikTok wave and months of sell-outs. Mitsuba asked Fresh Bridge, my creative agency at the time, to help their launch in the Dutch market. As art director I was dedicated to deliver consistent branding, visual and video content.
The brief
Introduce a new Asian snack brand in the crowded Dutch market.
What mattered
Not like other Dutch snacks: we're targeting the adventurous and brave people, willing to try something new.
The idea
Build a distinctive brand world, and actively respond to current events in and outside our community.
My part
I was responsible for evolving the visual identity to consistent key visuals, online content and brand voice over four years. From launch to first viral campaign.
What followed
We've managed to go from an unknown brand, to being the leading wasabi-related snack brand. With Monica Geuze's viral snack tip to top it off.
Over four years I helped shape and refine the brand across visual style, distinctive key visuals, animation, slow-motion product films, lifestyle photography, video and a custom music jingle. I stayed heavily involved with the brand as it developed from a new brand into a fully established name.
The breakthrough came when Monica Geuze featured the Wasabi Crackers as a snack tip. Of course we played into this. The video sparked a wave of TikTok comments and new videos showcasing the snack tip, and the crackers sold out for months.
