LuyaRole: Strategy, Styling, Web, Copy
Design: Sonnenstaub
Brief: Realign our brand to excite a new generation of lifestyle-savvy foodies. Create a new website that tells our story, our mission, and production techniques in an engaging way.
Thoughts: Unlike ultra-processed imitation meat, Luya takes a much more natural approach, fermenting soy and chickpeas like tempeh to create a richly textured and flavorful end product. Why not make fermentation the (literal) star for mainstream consumers?
Approach: We put the product front and center to highlight its imperfect, i.e. natural texture and overall feel. Fermentation is reframed as the “Luya magic” and shown in star-shaped bubbles throughout the brand. And, of course, there’s deliciousness and culinary versatility. What better way to convey both than with mouth-watering food photography?
Craft textures, off-white coloring, and stamp-style ingredients highlight Luya’s natural credentials, while juicy product shots emphasize deliciousness in its prepped form.
Bright, bold, and colorful, we wanted our photography to reflect a sense of worldly exploration and a down-to-earth approachability to food, putting Luya and fresh ingredients front and center.Our literal interpretation of “farm to fork” presents Luya as a hero ingredient for all kinds of dishes and cuisines. We designed Luya’s website to tell the brand’s story, product journey, and approach to natural cooking in an engaging way. Since sales are primarily generated through retail channels, the website puts a strong focus on storytelling and brand content.