李锦记
Lee Kum Kee
Lee Kum Kee is one of the oldest soy sauce companies with a strong brand familiarity to Asian communities internationally. Their brand is built upon the traditional Chinese family values and the preservation of historical identities.
Color
Motif
Font
With the rise of "lazy house culture", Lee Kum Kee should target younger generations of consumers.
Competitive Analysis
Target Customer Group
Young consumer groups between the age of 23 - 30 who just started to live a more independent life. They are familiar with Lee Kum Kee, weighs heavily on the value a brand has to offer, and are drawn to the aesthetic of the product over brand loyalty.
Design Rationale
To modernize the label design while embodying traditional values of Lee Kum Kee, the new design preserved most of the motifs in the current label while implementing more contemporary visual elements such as organic shapes, bolder colors, and higher contrasts. In addition, there is clearer hierarchy between the bilingual information being presented, and this is achieved through appropriate spacing, typography, and font size.
