Design

*

New Asian food branding builds on Without's Wahaca work

Published by

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.

 

*

*

*

*

*

*

Comments

More Design

*

Design

UEFA Super Cup branding bridges east and west

It’s been almost a week since Liverpool Football Club's brand received a significant boost when the team beat Premier League rivals Chelsea on penalties to lift the UEFA Super Cup. But what about the event’s own image? Having taken the...

Posted by: Creativepool Editorial
*

Design

New COPA90 range celebrates 20 iconic moments in football

The new Premier League season is underway and while all the fresh replica kits look lovely on the players, they are more expensive than ever. The good news for today’s fashion-conscious football fan is that COPA90 has launched a nostalgic...

Posted by: Creativepool Editorial
*

Design

ghd launches 15th annual Pink campaign for breast cancer awareness

Styling brand ghd has launched its 15th annual Pink campaign through creative agency Southpaw in partnership with a host of worldwide charity partners. This year’s emotive campaign features tattoo artist David Allen, who has spent 10 years...

Posted by: Creativepool Editorial