No longer content to be seen as a vegetarian manufacturer and distributor, they want to be seen as Asia’s leading plant nutrition food technology company.
Firstly, this endeavour had to be aligned internally with its team. To do that, they had to leave behind old mindsets and ways of working to embrace the new philosophy and ideology to realise their aspiration. The promising part is, they have what it takes to propel themselves forward.
They have a vertically-integrated supply chain model that enables strong guardianship of brand and product quality, effective management of processes, operations and product development with reliable data (e.g. supply and demand, pricing, assortment, etc.)
Backed by a competent in-house R&D team made up of food scientists, nutritionists and restaurant chefs who continuously innovate, break conventions and produce recipes rich in taste and nutrients. They had also Invested in ChickP, an Israeli startup developing a chickpea-based protein to produce meat and seafood products that are both tasty and healthy.
The transformation with our client began when we helped to conduct a strategic planning exercise with the entire Growthwell management team. Together, we reaffirmed corporate objectives and establish new ones, set goals, aligned resources and articulated in detail the direction, tactics and activities that the entire organisation will engage in. The goal was ambitious but viable: to harness the power of plants to nourish a hundred million lives.
Our core strategy was to position them as a modern startup that embraces new technologies and R&D to step out of the shadow of being just a manufacturer of vegan products.
A new Growthwell brand signature was born – a modern, forward-looking and clean visual identity was conceptualised to portray their bold mission and revolutionary approach towards plant-based diet, nutrition and lifestyle. The new logo would also have to put the company in good stead as it expands to other international markets.
A revamped brand identity was also conceptualised, complemented with a contemporary and inspiring ‘food language’ design styling that transpire across key touchpoints, packaging, corporate stationery and website.
Growthwell’s positive development attracted more investors by receiving US$8 million in a funding round led by Temasek Holdings, which will undoubtedly go towards their bold, new mission.
It’s further success was measured by the raising of US$22 million in Series A funding in a round led by private equity investment firm Creadev. GGV Capital, Iris Fund and existing investors Temasek and DSG Consumer Partners also participated in the round.
We are proud to have collaborated, contributed and supported their mission to harness the power of plants to nourish a hundred million lives.