Vitasoy San Sui: A Fresh Look for Organic Tofu
Use this as a referenceProject Background: A Fresh Look for Organic Tofu
Vitasoy’s San Sui organic tofu range includes soft tofu for steaming and cooking, smooth tofu for pan-frying and stuffing, and firm tofu. To accompany a brand refresh, Darkroom Studio was commissioned to produce a six-second bumper ad that would introduce the new packaging on digital platforms and reinforce the range’s “Grade 1 organic soybeans” positioning.
Visual Approach: Making Texture Visible
The film continued the San Sui range’s nature-inspired aesthetic while drawing attention to the qualities of tofu:
Showing the Texture: Within a few seconds, detailed product close-ups and movement emphasised the tofu’s pale colour and smooth, delicate surface. Blue-sky and green-landscape tones in the background supported the natural visual theme.
Introducing the Range Through Motion: Motion graphics brought the three main products—soft, smooth and firm tofu—on screen together. This allowed viewers to recognise the new packaging across the range and see the different options available for cooking.
Highlighting the Product Messages: The on-screen messages “Grade 1 organic soybeans” and “rich and silky-smooth” appeared alongside the USDA Organic certification mark, making the brand’s stated ingredients and certification visible within the short format.
In Use: Introducing the New Packaging
The short film presented the packaging refresh with a brisk, clear rhythm. Designed for formats such as YouTube pre-roll and social media, it gave audiences a quick introduction to the range and its ingredient-led positioning.
About the Vitasoy San Sui Organic Tofu Packaging Launch Commercial
Product: San Sui Organic Tofu
Year: 2023
Q&A
How did the commercial communicate the brand’s health-conscious and natural positioning?+
The film followed San Sui’s fresh visual style, using blue-sky and green-landscape tones and clear animated text to highlight “Grade 1 organic soybeans” and “USDA Organic certification”. These visual references made the product’s stated ingredients and certification easy to identify in a few seconds.
How did Darkroom Studio show tofu’s texture in a short video?+
White, soft tofu requires careful lighting. Detailed product close-ups and control of light and shade emphasised its smooth, delicate surface. Motion graphics gave the packaging a bouncing entrance, adding a sense of freshness and lightness to otherwise static products and making the range visually appetising.
How did the film introduce the complete product range?+
The San Sui organic tofu range includes soft tofu for steaming and cooking, smooth tofu for pan-frying and stuffing, and firm tofu. To help viewers recognise the packaging across all three, we used split-screen or synchronised motion layouts to arrange the products clearly within one frame. This conveyed a consistent refreshed identity while showing options for different cooking needs.
- Client
- Vitasoy
- Project
- New Packaging Launch Campaign
- Services
- Product commercial, motion graphics and short-form video production
- Date
- 2024-03-02
