Positioning & designing to reach a new audience

Saffron Road began as a premium line of international frozen foods for halal consumers. In 2016, as the brand extended into snacks and simmering sauces, they hoped to broaden their horizons and reach a more mainstream consumer—namely Millennials.

We took a deep dive into the hearts and minds of Millennial foodies, whose strong appetite for discovery made them the perfect target for this international brand. We soon realized that the brand’s halal values—such as sustainable farming, humanely raised livestock, and food made without GMO’s, hormones, or antibiotics—resonated deeply with young consumers. Even those who’d never heard of halal.

from frozen halal foods to
new & better food standards

We developed a new positioning around the idea of “Journey to Better,” promising a dual path of discovery for Millennials: towards authentic, exotic cuisines as well as rigorous, ethical sourcing. We also redesigned the packaging and brand universe to more clearly communicate the brand’s premium ingredients, while capturing the cultural integrity of their recipes.