Wakao

The Jack of All: Jackfruit.

Brand Language

Content creation

Social Media

During the Covid-19 lockdowns, a delicious brand came to be. Sairaj Dhond decided to take his love for jackfruit from his backyard in Goa to the world. Jackfruit is one of the most under-appreciated fruits; each year, large amounts of it are wasted. The West is just beginning to celebrate this fruit, we Indians have been in love with it for years. Capitalizing on that age-old love, Wakao Foods sells jackfruit products as an alternative to meat. While the texture and experience of the product is the same as meat, it is 100% plant-based. Wakao Foods currently has 5 products; Raw Jack, Teriyaki Jack, Butter Jack, BBQ Jack and Jack Burger Patty.

Through our experience with Wakao Foods, we have realized that jackfruit is really the jack of all. It’s delicious, nutritious, cruelty-free and good for the environment. All we need to do now is communicate that.

While the product is unique and delicious, educating people about it and getting them to try it for the first time was an uphill task.

the gap

Most vegetarians don’t want to try something that feels and tastes like meat, and most non-vegetarians don’t want to try something plant-based. That’s when we knew we needed to create awareness about the brand, its products and explain to people why they should try some jack. Here was a product that tasted great, was great for your body and great for the environment too, all we needed to do was communicate that to our customers.

our approach

We did a thorough check of the brand’s existing social media page and found that the page lacked consistency and didn’t explain how exactly one should ‘Cook With Wakao’. We wanted to get our message across in a way that was in sync with the brand; bold yet approachable. So we did three things:

We created a design language that was in unison with the brand: bold and approachable.

We followed a content strategy that focused on multi-sensory experiences achieved with the help of recipe videos, ASMR along with styled product shots with the dishes in it

We showcased the founder, Sairaj Dhond on our page to increase our credibility.

A Design Language That Exclaims Wakao!

A brand may be many things, but communicating that to their customers is key. We wanted our messaging to be vivid and still friendly, bold and still appealing. So we created a mascot that symbolized the brand; a friendly jackfruit. This helped us communicate different messages while maintaining the playfulness and warmth of the brand. To accompany our mascot, we decided to move forward with a strong typeface that was perfectly in sync with the brand.

Did Social Media Give A Jack?

In December of 2021, we got featured on Shark Tank India and bagged a deal. The pitch even ended up being “The Pitch of The Week”.

We took this opportunity by leveraging Shark Tank and went aggressive with our approach. As a result of this nationwide reach, we gained a substantial amount of followers & good engagement. The followers count increased from 4.5 to 8.5k in a matter of 2-3 months and we are now en route 10k.

9687

Total followers

1,689,320

Accounts reached

5,251,380

Impressions

Our heightened engagement gave us insights into what kind of content works for our followers. We evolved our content strategy to be in line with what our audience enjoyed. We broadly divided this into four buckets.

Cook With Wakao

To give our audience fun, new and easy recipes and educate them on how to use our product in the process. It is a subtle way to create awareness about our product, while giving our audience delicious recipes.

Let's Get Jacked

A bucket dedicated to our hero ingredient: Jackfruit. Here we talk about the industry, fun facts about the fruit and the future of it.

The Entrepreneur Cut

Through this bucket our founder, Sairaj Dhond shares his entrepreneurial experiences. This also helps us build brand credibility and allows us to reach a wider audience.