The dip category had become homogenised and undifferentiated. Black Swan was becoming a repertoire brand. Our challenge was to create clarity, connection and distinctiveness for Black Swan.

A new creative platform, ‘the start of something better’, brings empathy and versatility to Black Swan. The vibrant, dynamic and distinctive Black Swan identity, logo, portfolio strategy and packaging elevates and captures the sensory stimulation from South Melbourne Market in every tub.

We shifted ‘Skinny’ to ‘Reduced Fat’ and ‘Classics’ to ‘Favourites’, lifting sales over 10% within 12 weeks of launch. ‘Crafted’ also gained $15M, versus a year ago.