Page 15 - Food&Drink Jan-Feb 2022 magazine

of going further to source more distinctive, clean, and flavourful products from incredible suppliers around the world and in Australia.
“We needed a brand identity that would communicate this more clearly than we did in the past,” Markovic says.
The Offices managing director Stephanie Oley says the team overhauled Viking’s brand and marketing strategy.
“We dug deep to bring meaning to the Viking brand, tying together their traditional core with a vision for sourcing clean, ethical foods,” Oley says.
The Offices design team developed a website, new products and packaging designs, marketing collateral, a refreshed social media presence, and presentation materials.
Oley says the rebrand centred on a new strategic position – Merchants of Pure Flavour – to reflect the company’s commitment to traveling across
ABOVE: MD Ivan Markovic says the rebrand has given the company a renewed focus.
RIGHT: The Offices looked to the origin stories behind Viking’s suppliers to create the soft Scandinavian palette.
the ‘seven leagues’ to source the best products.
“To support the new position, we developed a comprehensive set of creative work including messaging pillars of adventure, wellness and quality,” Oley says
The Offices developed a tone of voice for the company with a visual identity system that combines stamps, flags and other travel motifs.
It is held together with what Oley describes as a “softly Scandinavian palette”.
“A particularly popular
aspect has been the collection of stories behind each supplier on the Viking website. Several have origins dating back hundreds of years with highly specialised approaches to their craft,” Oley says.
Markovic says the process was revealing and inspiring.
“They posed the question of where we wanted to be and what we wanted to be doing in the future. We are very happy with what we do and the calibre of products we sell, but we have to modernise to convey that
more effectively.
“It was the number one thing
that came from the project, that we need to start promoting ourselves to get our customers intrigued about what we do, as well as maintaining our focus on the relationships we have with retailers,” he explains.
Markovic says he is
thrilled with the results. The branding for Viking Imports will support the company
for years to come as it navigates changing consumer tastes and demands. ✷
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