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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.
Brand Positioning
Font
Packaging Material
Color Scheme
Motif
![Untitled-4 [Recovered].png](https://static.wixstatic.com/media/8a6a54_dde563102c4c44aa90647fe39a598fff~mv2.png/v1/crop/x_792,y_521,w_3306,h_1969/fill/w_353,h_210,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Untitled-4%20%5BRecovered%5D.png)
Brand Analysis
With the rise of "lazy house culture", Lee Kum Kee should target younger generations of consumers. Their packaging, therefore, should evolve and adapt to more contemporary aesthetics while embodying traditional graphical elements.
Competitors
Haitian
Tongzhen
Kishibori Shoyu
Kikkoman
Yamaroku
Target Consumer 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.
Typography
鲜味生抽
Aa
Futura
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Premium Soy Sauce
Salt-Reduced Soy Sauce
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