Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Our Work Detail

EXPERTISE

  • Strategy
  • Research
  • Branding
  • Innovation

REGION

  • APAC

INDUSTRY

  • FMCG
Contact Us

QUORN Brand Activation and Repositioning Strategy

Labbrand assisted Quorn, a meatless food brand, in overcoming low receptivity in Asian markets and repositioning the brand. Through market localization and the REACT methodology, Labbrand developed a brand communication and repositioning strategy and for Quorn’s expansion into the RTE meals category.

Challenge

Quorn encountered low receptivity in Asian markets due to the prevalent belief that healthy food sacrifices taste. Additionally, the brand faced challenges associated with frozen food and RTE meals, which were often perceived as unhealthy and as a last resort option.

Quorn Pieces with Repositioning Strategy
Quorn Pieces (Source: Quorn Singapore)
Quorn Fishless Fingers with brand consulting and repositioning strategy
Quorn Fishless Fingers (Source: Quorn Singapore)

Solution

We take the REACT (Recalibrate, Engage, Analyze, Crystalize, Test) methodology to tackle the project, to find out the positioning of the brand and shed light on the way to activate the Quorn Brand: 

Recalibrate: Desktop research & Semiotic Analysis

We decode the elements in the elements in communication for FMCG and adjacent categories (e.g. consumer foodservice), which portray “the theme” for a more informed decision on food packaging design and brand communication.

Engage, Analyze, Crystalize: Online Food Diary & Communities + Trendsetters Ideation Workshop + Brand Name  Creation

Through this process, we validate the hypotheses derived from desk research with consumers and further deep dive into the U&A, benefits and pain points of frozen & RTE meals consumption. We are then able to enrich brand identity and expression with materials inputs from TA. We also co-create the brand name and packaging design of the ideal Asian RTE that would be attractive to this segment of consumers. 

Result

Labbrand created a new logo for Quorn, featuring the strapline “Made with Mycoprotein” to shift associations away from bland taste and highlight the nutritional benefits. Quorn’s brand vision of creating a “World of Good” remained intact while empowering Asian consumers to make positive changes for themselves, their families, and the environment.

This showcases Labbrand’s successful efforts in repositioning and activating the Quorn brand, addressing challenges in the Asian market and enhancing consumer appeal.

  • “Labbrand is by far one of the best agencies which I’ve worked with. With extremely innovative research methodology and remarkably insightful reporting, the output which Labbrand provided us with is clear consumer insights which played a huge role in helping us to steer our brand positioning and message in the right direction. The team has also among the most passionate and dedicated people whom I’ve worked with and it has been a breeze working with them. Engaging Labbrand’s expertise is definitely a worthy investment and an integral element for our project.” 

    Hazel Koh

    Regional Brand Manager, Quorn Result

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Supplyframe Naming: Supplyframe Chinese Brand Name Creation

Unlock the strategic process of Supplyframe naming as Labbrand crafts a Chinese brand name that encapsulates the expansive reach of the supply chain. Delve into the art o…

Belvita Chinese Naming Creation

Through the expertise in Belvita Chinese naming, Labbrand played a pivotal role in enabling belVita to effectively convey its brand message to Chinese consumers with prec…

Hotel Rebrand: 7 Days Inn Brand Identity Creation

Embark on the transformative journey of hotel rebranding with LABBRAND, as they redefine the brand identity for 7 Days Inn. Witness the creation of the new '7' character …

Red & Refined – Gran Meliá’s Signature Touch of Luxury

At Gran Meliá, luxury is not just served with a silver spoon, it is served with a splash of Red – Spanish Red, to be precise. Red has always been the color of passion, po…

Club Med: Luxury Hotel Brand Creation

Labbrand helped Club Med bring this new definition of luxury hotel brand creation to China and go extra miles to JOYVIEW BY CLUB MED. Club Med is a French resort chain op…

Auto Brand Naming – Traton Group

In the realm of auto brand naming, TRATON stands as a global leader among commercial vehicle manufacturers, boasting renowned brands such as Scania, MAN, Volkswagen Camin…

Marriott Website China: Marriott Hotel Brand Digital Roadmap Creation

Discover the power of Marriott's digital presence in China as Labbrand shapes a distinct online roadmap, setting the brand apart in a competitive market. Explore the impa…

Branded Storytelling: A Powerful Articulation of The Refreshed Brand Identity

Known for its bold, contemporary designs, Wolf & Byrd is a luxury womenswear brand in Singapore that offers a harmonious blend of timeless designs and versatile piece…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject