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04Work / Case study
Aspyre Foods
Tell the platform story in the buyer’s terms.
Aspyre Foods grows duckweed to produce functional proteins for food producers, starting with casein and Rubisco. The company had the science and a clear ambition. Its website was a single page of text, and its pitch was still built around one product.
- Situation
- Fundraising and a first website
- Audiences
- Investors, food producers, partners
- Leadership involved
- Co-founder and CEO
- Work
- Positioning, identity, website, investor deck
The problem
The science had moved ahead of the story.
Aspyre’s early decks opened on cheese.
Casein, the protein that lets cheese melt and stretch, carried the whole argument. The climate case came first, and the company read as a single-product bet on plant-based dairy.
The founders were building something wider. Duckweed could act as a biofactory for dairy proteins and as a source of high-value native proteins such as Rubisco. Aspyre wanted to present a protein platform for food producers, with casein as one proof of what it could do.
Online there was a single page of text. Partners and investors had nowhere to see the proposition laid out.
Investors and food producers were meeting a narrower company than the one being built.
- 2proteins, casein and Rubisco
- 1plant, duckweed, as the protein factory
- B2Bingredients for food producers
The shift
Resilient proteins for a fragile world.
We moved the story from one product to the people who buy ingredients. Food producers need functional proteins they can rely on, and supply chains built for cost leave them exposed. Aspyre became the answer to that problem, with casein and Rubisco as the evidence and the environmental case as a supporting benefit.
The process
Four versions, one direction.
The positioning took shape across several rounds of the pitch. Each round moved the opening closer to the buyer’s problem.
2024 to May 2025
Aspyre’s deck before the work
“Cheese is comfort, culture, connection… and a climate catastrophe”
One product and a climate problem opened the case.
August 2025
First teaser
“The molecular farming platform powering the future of functional proteins.”
The frame widened from cheese to a platform of functional proteins.
September 2025
Repositioning
“Food producers are under pressure”
Interest from food producers had moved towards Rubisco. The problem moved from the product to the producer.
October 2025
Full investor deck
“Functional proteins are the weak link in today’s food system”
Rubisco led as the entry point. Casein followed as the larger strategic opportunity.
We wrote the full deck first and cut the teaser from it, so every claim in the short version traces back to the long one.
The website
A first site that could carry the platform.
We wrote and designed a single-page site in Webflow. It opens on what the platform makes possible, then gives each protein its own case. Casein answers melt and stretch. Rubisco offers a route beyond soy, pea, egg white and whey.
The founders chose short quotes over a team section and a contact form over open sample requests. Environmental claims moved down the page, where they support the case.
- Hero
- Our proteins
- Our advantage
- How it works
- Built for more
- Contact
We refined Aspyre’s identity for the site and deck, and dropped FOODS from the lockup as the founders had planned.
The investor story
The full case first, then the short one.
We wrote the investor deck from the producer’s problem through to the team and the ask, and designed it as a 32-page document. The teaser came from the same source, so the figures and claims match across both.
- 01Why producers are exposed.
- 02Why supply is fragile.
- 03Why duckweed.
- 04Two proteins, two entry markets.
- 05Proof, team and the ask.
What changed
One story across site, deck and teaser.
Aspyre came away with a website, an investor deck and a teaser that tell one story about the platform, in the terms food producers and investors use.
The science stayed the same. The story now started with the buyer.
From the LibraryHow One Positioning Survives Different Rooms
