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05Work / 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. Its pitch was built around one product, and its website was a single page of text. Investors and food producers were meeting a narrower company than the one being built.
- 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
A platform pitched as one product.
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.
Partners and investors had nowhere to see the proposition laid out.
- 2proteins, casein and Rubisco
- 4versions of the pitch’s opening
- 32pages in the full investor deck
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. We positioned Aspyre as the answer to that problem, with casein and Rubisco as the evidence.
The decisions
Four versions, one direction.
The positioning took shape across four rounds of the pitch. The turn came when interest from food producers moved towards Rubisco. From then on the deck opened on the producer’s problem, and Rubisco led.
01
Aspyre’s deck before the work
“Cheese is comfort, culture, connection… and a climate catastrophe”
One product and a climate problem opened the case.
02
First teaser
“The molecular farming platform powering the future of functional proteins.”
The frame widened from cheese to a platform of functional proteins.
03
Repositioning
“Food producers are under pressure”
Interest from food producers had moved towards Rubisco. The opening moved from the product to the producer.
04
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.
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 deck makes the investment case through the producer, because demand sits there. 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.
- 01Why producers are exposed.
- 02Why supply is fragile.
- 03Why duckweed.
- 04Two proteins, two entry markets.
- 05Proof, team and the ask.
What changed
Rubisco leads, and the producer comes first.
Aspyre now has a website, a 32-page investor deck and a teaser that tell one story about the platform. Each opens on the food producer’s problem. Rubisco leads as the entry point, and casein follows as the larger opportunity.
Services in this workPositioning and Narrative Biotech Branding Pitch Storytelling
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