From a stall at the South Melbourne Market in 1985, Black Swan has grown into a household favourite. Drawing from all the dip category codes and featuring an editorial design, the brand was being challenged as a leader. As more brands converged to the centre of the dip category or launched new and exciting flavours and textures, Black Swan was becoming a repertoire brand.
Our challenge was to create clarity and meaning for the black swan to achieve distinctiveness for Black Swan.
We sought to capture the overload of sensory stimulation you feel at the South Melbourne Market, pair it with culinary skill, and encapsulate it in every tub of Black Swan dip. The buzz, the chatter, the textures, colours and aromas – the spirit and vitality of the market are now embedded in the brand, bringing dynamism to Black Swan. We created a new logo that celebrates the market, the swan and the rich history of the brand.
Visually, the market is expressed across the portfolio through new creative assets. A dynamic swoosh encapsulates the excitement and pace of the market. A vibrant secondary colour palette inspired by fresh produce brings energy and flavour to our black and white brand colours. Photography of fresh ingredients communicates market quality and brings an abundance of flavour.
Black Swan is not just about fresh produce. It's also the culinary skill and techniques used to create new flavours, tastes and textures with the best combination of ingredients. Bespoke photography highlights the different qualities of Crafted, Cheesy and Chunky, moving the brand forward from editorial style imagery.
For Batched by Black Swan, the transparency of the design and pack format showcases the layers and textures of the product inside. As though taken from a Chef's notepad, a mix of typefaces creates the narrative for each unique recipe. The iconic swan sits proudly as a watermark, acting as the signature of the brand.