Annie Chun’s.
Brand refresh.
CPG Brand Strategy. Package Design. Brand Narrative. Site Design. Food Photography.
Long known for its authentic flavors, Annie Chun’s, a leading CPG brand for easy-to-prepare Asian foods, was introducing an upgraded lineup. With new non-GMO and gluten-free options, healthier nutrition panels and organic offerings, the portfolio needed a revitalized packaging system to convey the better-for-you aspects of the brand across the 34-SKU range.
Forgoing the solid floods of color so common to the category, the new strategy breaks conventions by showcasing modern tablescapes with enhanced food photography to add a bright, homestyle touch. Purple anchors the new system and unifies the brand block, while product identification and callouts have been simplified and amplified. The result–a more findable and shoppable brand that Asian flavor lovers can feel good about.
