Can you provide an overview of your retail brand, its history, and its journey to its creation?

2007 Fleur and I met in Perth while working at Rusty (the surf company) and we had both our first boys at the same time in 2009.. Fast forward to now, and our 4 boys and our lives are spent at the beach. After only having the option of using ‘un-cool & ugly Tupperware and carting platters and bowls to the beach to feed the tribe, Fleur had an amazing idea to make reusable ‘takeaway’ boxes and platters. She loved the silicone and the colours, which at the time was only being used in baby products.  The idea was simple; foodware that was both attractive and visually pleasing enough for you to use as your food storage and serving ware wherever you were;  the beach, at home, at work and at school.  But also to be able to take out your takeaway and leftovers, market buys and everything outside the home to reduce single-use waste that you get. That was the idea behind the nostalgic burger box shapes, to be a gentle reminder of what you could be using instead. Not to mention that it is amazing to never lose your lid in your drawer at home. After hearing Fleur’s idea for a few years Sophie rang her one day and said “Let’s get this idea out there” She knew that the world needed TOGO (To-Go) and they both knew that they could do it together.

What was the initial spark that inspired you to start this retail brand, and how does it align with your brand's mission?

It’s really the usual story of a gap in the market. Fleur's life on the Gold Coast was lived pretty much outside at the beach or on the water boating , and her family always ate their food on the run. As a lover of design and aesthetics she couldn’t find exactly what she wanted, there was nothing cool, nothing pretty and nothing that could look good when you got to where you were going to display and feast in. She loved the silicone from her son’s baby feeding sets and the colours they came in and that they were so functional, safe, and reusable.  Soph loved the idea and was sick of Fleur just talking about it,  and she was really the one who knew how to get it going from the business and logistics side, so together we were a perfect pairing and Togo Sun was born! So Togo was not only perfect for our use at home and at outside but also to provide a solution for disposable waste, which aligned with our mission to be sustainable and reduce single use.

Our shapes have a nostalgic nod to the food industry and the takeaway containers we are trying to replace . Even the name Togo Sun is a play on the American term To - Go, the term that is used when you takeaway food. We loved that it’s another little reminder of what we can do to eliminate takeaway waste together by taking a Togo.

What path led you to Life Instyle and what about the show makes it a great fit for you?

After attending the show a few years back and seeing the calibre of brands, we knew this was a huge opportunity for our start-up to be able to exhibit at LifeInstyle and to create our much-needed brand awareness to spread the sustainable message and unique products we have created to our potential new wholesale accounts. 

Could you share your personal favourite product from your brand's collection and explain why it holds a special place for you?

Sophie – It’s the Platter for me- we are a surfing family and always at the beach. The boys roll in from a surf and I have all the fillings in the platter for me to make a wrap plus use the breadboard lid to assemble it.

Fleur- I knew Soph would go for the platter, I love it too so  I am going to say the Takeaway Box I make my lunch every day for work  and I just still can’t get over how much you can fit in, and that I never ever have any mess or spills and its completely leakproof. I mean I could use it as a water bottle if I wanted to! It’s funny after being part of the clothing industry for so long I just get a huge kick out of the design of these and that they are actually so useful. That’s what I'm so proud of. They are useful. Everyone who has bought one that I know has said that to me. I mean how good is it to create convenience for someone and make it look good at the same time!!

Starting a retail business can be challenging. What were the first steps you took to launch your brand, and what were your biggest fears or challenges during this process?

One of the first steps we took was to trademark our brand name and tagline “ for life under the sun”. Investing in this allowed us to ensure the protection and having invest in our own branded moulds, we didn’t want to run the risk of having to change a name down the track after all the up front work.

We have also stayed true to our creative vision and brand identity that we refined right for the start,  to make sure that we stand out but stand true to everything we want to do and how we want to show up from the concept right through to the customer. I think that shows when you look at the brand.

What feedback or comments do you often receive from your customers about your products and brand, and what do they love most about them?

Most of the feedback has all been about how handy the products are, how easy to use and how functional they are. It seems like people are surprised by how much they actually use them once they have bought them, and we get comments all the time of people using them for different uses and different ways of reducing waste and I love that its building that community of thought

Can you recount some of the proudest moments or achievements your brand has experienced since its inception?

Our proudest moments were getting the samples from a drawing to the real thing,  seeing the website live for the first time, having our trademark approved, unpacking our first delivery, getting our first sale and OMG  receiving the call form Life In style to confirm we won the scholarship!

Is there a piece of business advice that has had a significant impact on your journey as a retail brand owner?

After seeing other brands go through branding changes due to not trademarking at the start  ( this can be expensive) we knew trademarking a name was an important piece of advice for us especially when we were buying moulds to make our products.

Are there any other brands within your industry or related industries that you particularly admire or have been inspired by?

KeepCup – these guys have paved the way for reusable sustainable cups. We really hope to be the ‘KeepCup for Food’ . We have such admiration for what they have done for the reduction in single use waste.

In a competitive retail market, what unique qualities or values do you believe set your brand apart from others? 

To set our brand apart in a competitive market, we have worked hard to design products that are unique and aesthetically pleasing. Products that are needed in everyday life, designed to stand out and most importantly are made to last and provide value.  We own all our own moulds and have been designed from scratch from FDA-approved food-grade silicone which is non-hazardous, odourless and Non- toxic in nature.  This simply means that it does not contain BPA, latex, lead and other harmful by-products making it completely safe to use for food storage. They are Microwave safe, freezer-safe, oven-safe, dishwasher and leakproof.
Our containers are built to last and last to ensure that they can more than offset the carbon emissions used to make them in the first place.  At the end of that, they can be recycled themselves.  We feel it's the small features like the clamshell lids you can't lose, and the platter lid that provides a breadboard/ plate. Even the fact that we made the platter square so you could pack it more easily. It’s all those little details that we considered from the get-go that other products did not fulfil that make them distinctly Togo.

RAPID FIRE QUESTIONS

What is the most interesting place you've travelled to recently?

Sophie –  Nusa Lemgongan. This place really made me slow down and disconnect like the old Bali used too!

Fleur - Mexico, driving across the border was a crazier experience than Mexico itself!

Do you have a personal motto or mantra that keeps you motivated?

Sophie – “you can’t be good at everything “ – focus on what you are good at and ask for help when you need it.

Fleur - I always look for the silver lining and try to stay positive,  it’s a bit of a ‘she’ll be right’ attitude 

If you could have dinner with anybody, who would it be and why?

Sophie -  I would love to have dinner with my late grandfather JG, such a special man who has influenced me in many ways and loved to tell him this.  It would be a roast lamb with apple pic - his favourite!

Fleur - Right now it would be my friends and family back in Aus, a big summer party with fresh seafood, sunshine and a great soundtrack. There are a few people in different states so to get them all together would be a dream. Other than that mmm maybe Snoop Dog?

What is your favourite book, and how has it influenced your perspective on business and life?

Sophie - Passion. Purpose. Profit by Fiona Killakey – this book has provided me with a framework to ensure our small business is built with intention and sustainable so we can be around long term.

Fleur - Thinking Fast and Thinking Slow by Daniel Kahneman - I love thinking about the way people think and why. It shows how predisposed we are to thinking certain ways and making decisions because of what we are exposed to. I was given it and it really resonated with me on why people make decisions, including me!