From shelf to scroll.

Designing a protein proposition that travels.

Challenge

The challenge wasn’t just to launch Farmers Union Greek Style High Protein in Singapore and Malaysia - it was to ensure the product appeared consistently throughout the entire consumer journey. From first glance on the shelf to repeat exposure in feed, every touchpoint needed to reinforce the same distinctive brand cues.

The opportunity

Farmers’ Union already held a powerful position in the market.   To scale and launch this new product into the market whilst building on the strong market share, we needed to develop a communication system that elevated the pack design and brought it to life for the consumer. 

What we did

We built a connected brand experience designed to move seamlessly from shelf to fridge to phone.

 

B! Clear

We stripped messaging back to what matters.
Simple, high impact copy that amplifies the product truth – great tasting high protein - while leveraging existing pack assets as the hero.  Not a new creative platform but a system that makes what we have work harder.

B! Relevant

We grounded the work in local culture.
By tapping into the rising popularity of pickleball, we created a platform that feels native to Singapore and Malaysia — not imported. Content was designed to flow seamlessly across static and motion formats, ensuring relevance in both physical and digital environments.

B! Consistent

We protected and amplified distinctive brand assets.
The pack is always the hero. Whether on shelves, on public transport, or in social feeds, consumers see the same cues — building recognition, memory, and trust over time.

The result

A cohesive, cross-channel brand system that doesn’t just launch a product — it reinforces a behaviour.
From pack to TikTok, every interaction works together to strengthen the same idea:
high protein, clearly communicated, culturally relevant and unmistakably Farmers Union.