Djaara

Dja Dja Wurrung Aboriginal Clans Corporation

How might we rationalise our organisation's products and services to represent the various enterprises under one unified identity; and how might we assess the market-readiness of our Indigenous Australian bush foods products?

Djarra, representing the people of Dja Dja Wurrung Clans, approached us to refine their brand architecture and explore the viability of a bush foods enterprise. With multiple initiatives, including landscaping and prospective ventures like bush foods, Djarra aimed to ensure that all projects aligned with their overarching mission of amplifying the Djarra story and voices and supporting the Djarra community.

Our goal was twofold:

1. To rationalise their brand structure to cohesively represent their various enterprises under a unified identity.
2. To assess market readiness and develop strategies for a bush foods product line.

The challenges faced were:

1. Brand Cohesion: Ensuring each enterprise maintained its unique identity while being clearly part of the Aboriginal Corporation.
2. Market Insights: Understanding consumer and industry perceptions of Indigenous bush foods and gauging demand.
3. Storytelling Importance: Highlighting the cultural and narrative aspects of Indigenous foods to enhance market appeal.

Our approach saw us harnessing our research and strategy teams' expertise across a range of areas that culminated in a go-to-market strategy, organisational redesign of brand architecture and market insights which informed new business ventures and Indigenous-led product lines.

Brand Architecture Development

We conducted workshops with Djaara to align their brand values across enterprises. Established a clear framework where each initiative was distinct yet tied to the overarching identity of Djarra Aboriginal Corporation — and ensured the corporation’s positioning reinforced its role as a custodian of Djaara's cultural heritage and story.

Market Research

Our General Population Survey included 300 Victorians across all adult demographics to assess awareness, preferences, and willingness to purchase Indigenous bush foods.

This study evaluated price sensitivity and general knowledge of Indigenous food products.

Competitive Analysis

We identified Indigenous and non-Indigenous organisations currently operating in the bush foods market, looking at areas of competitive advantage, alignment and opportunity; this  highlighted the unique advantage of Djaara as an Indigenous-led enterprise.

Regional Business Interviews

We engaged with local chefs and hospitality owners to explore their use of Indigenous foods. Gathering insights into customer preferences, storytelling significance, and pricing expectations paved the way for future brand strategy and storytelling.

Trend Analysis

We reviewed industry reports and consumer trends to inform a go-to-market strategy.

Insights and Storytelling

We recognised the importance of embedding storytelling in product offerings to connect with consumers and emphasise cultural authenticity highlighting specific Indigenous ingredients sought after by chefs and customers.

A more strategic Brand Architecture

Djarra’s enterprises are now aligned under a unified vision, ensuring clarity and cohesion across all initiatives.

Market Readiness for Bush Foods

Identified a growing appetite for Indigenous bush foods in Victoria, with strong interest in storytelling and cultural narratives. Defined pricing strategies based on consumer willingness to pay.

Competitive Positioning

Reinforced the value of being an Indigenous-led organisation in the bush foods market.

Insights & Strategy

We delivered recommendations on product selection, target audiences, and pricing strategies for Djaara’s bush foods enterprise.
Highlighted the need to emphasise storytelling as a core differentiator.

Impact

Our work provided Djarra (Dja Dja Wurrrung Clans Aboriginal Corporation) with a comprehensive foundation for launching their bush foods line while strengthening their overall brand.

By aligning their initiatives and offering market insights, we supported their mission of amplifying the Djarra story and creating culturally rich, sustainable enterprises.

Our work

Market research
Population survey
Qualitative insights
Competitive analysis
Trend analysis
Literature reviews
Brand architecture strategy
Brand strategy
Insights
Impact storytelling
Brand positioning