Responding to growing customer demand for food that’s as clean and authentic as it is convenient, Sydney-based firm Viking Imports has unveiled a refreshed brand identity, website and updated customer touchpoints.
The rebrand centres around Viking’s new strategic position, Merchants of Pure Flavour, reflecting its commitment to traveling across the seven leagues to source the best of a category. Each product in Viking’s portfolio of berries, crispbread, fish and other fine foods was selected for its X factor, or unique attribute not matched by other competitors.
Supporting the new position is a comprehensive set of creative work. This includes the messaging pillars of adventure, wellness and quality; tone of voice; and a visual identity combining stamps, flags and other travel motifs.
The rebrand is timely as more Australians embrace healthier living, increasingly seeking out organic, low-allergen or whole foods that are sourced from reputable and ethical suppliers. The ‘free-from’ food category (which includes gluten-free, sugar-free, hormone-free and other classifications) is now worth an estimated $9.7 billion in Australia, with demand for organic alone having grown 13 per cent annually since 2012.
Viking’s rebrand, created by Sydney food branding agency The Offices, started in mid-2020 with an overhaul of their brand and marketing strategy. From this, The Offices delivered a website, presentation materials, marketing collateral, refreshed social media presence and various new products and packaging designs.
A particularly popular aspect of the work has been its collection of stories behind each supplier on the Viking website. Several have origins dating back hundreds of years, and have developed highly specialised approaches to their craft.
“Viking has a proud heritage of going further to source more distinctive, clean and flavourful products from incredible suppliers around the world and in Australia. We needed a brand identity that would communicate this more clearly than we have done in the past,” said Markovic.
“We are delighted with the results, which will carry us for many years to come as discerning diners embrace sustainable living and seek out more unique foods.”
Viking Imports began its journey in 1984 as an importer of nostalgic foods favoured by European expats. After its next owners, Darko and Lola Markovic, purchased the business in 1993, the focus shifted increasingly to clean foods. Current Managing Director Ivan Markovic is now the second-generation owner of the business.
The Viking Imports portfolio comprises a growing list of house brands, foremost their bestselling frozen wild berries, frozen organic fruit and dried wild mushrooms, sourced from pristine European forests. Also popular are Viking’s organic gouda and feta-style cheeses made with sheep’s or goat’s milk, and their range of sustainably harvested seafood products.
Other unique, wellness-centric brands in the Viking portfolio include the bestselling Finnish Fazer and Swedish Leksands crispbreads, the King International collection of dairy-free yoghurts and cheeses, Jasper organic coffee, and Qi organic green tea. Viking is also exclusive distributor of several iconic European desserts and confections, including Nyåkers gingerbread biscuits, flourless Almondy cakes and Cloetta Scandinavian sweets.
