As one of the most established sauce brands in Greater China, Lee Kum Kee has accompanied millions of Chinese in their growing up years. In a category where taste means “home”, the design landscape is overwhelmingly traditional. Chinese habits, calligraphy, and a dark palette convey a category story of craftsmanship. For millennials who eat out regularly however, sauces are becoming less of a relevance. This is the time for innovation and change.
Lee Kum Kee needed to create a new design for ready-to-eat sauces targeting Millenials.
Solution & Result
The team created a well-balanced design concept celebrating both Chinese tradition and also sumptuous enjoyment
Lee Kum Kee’s Mix Delight is a ready-to-eat sauce that adds flavour and excitement to your mains. Convenient and made with real ingredients, Mix Delight targets younger consumers with a congruent design. Using bright, pastel colours is an innovative departure from traditional category cues and the streamlined logo typeface is modern and accessible. Photography for ingredients is at the same time authentic, dynamic, and alludes to the idea of “real ingredients inside.”