London-based Without Studio has designed the brand and packaging identity for new Asian food brand Kelly Loves, building on its previous work for well-known Mexican food company Wahaca.
The branding, inspired by Korean food entrepreneur Kelly Choi’s relationship with her daughter, marries authenticity and accessibility.
Research shows that authenticity is the key ingredient for consumers buying and eating Asian food in the West. Without’s work demonstrates how the true flavours and design ideals of the East can be communicated in an authentic yet approachable way to non-Asian markets.
Kelly Choi is also founder of Sushi Daily, Europe’s leading sushi kiosk business, which Without created the logo for.
The design team looked to the traditional line drawings and cartoon styles of the East to create a fresh, authentic design language and tone of voice, with Kelly at the heart of the brand story.
So, a cute drawing of a little girl being lifted into the air on a seaweed-snack ‘balloon’ points to the lightness of the product, for example. Likewise, when we see her walking along a chopstick ‘beam’, we understand that the product is perfectly balanced.
The Kelly Loves range will be available from mid-July in supermarkets across France, Belgium and the Netherlands and from September across the UK, Italy, Spain, Portugal, Germany, Sweden and Denmark.
Check the images below and see Without's recent rebrand for Wahaca here.