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A bowl of udon noodle soup with tofu, green onions, and mushrooms is held by two hands against a purple background. One hand holds the bowl while the other hand holds a white spoon dipping into the soup.
Annie Chuns noodle bowl with hands product photography.

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.

Result

27% sales increase in the first six months of the packaging refresh.

Client Note

“Freshmade brings forth originality, positive energy and effective communication in each design project. Their professionalism and clean, modern aesthetic are exceptional.”-Casey Choi, Design & Packaging Manager, CJ Foods

Food styling and recipe development for Maifun rice noodles packaging design shot from above on table.
The image shows three wooden shelves mounted on a white wall, each holding various packets of Annie Chun's asian cuisine soup bowls, noodle bowls, seaweed crisps and sauces.
The image showcases the branding logo design system for Annie Chun's Maifun rice noodles. There is a collage of six pages from a presentation displaying elements such as typography, tone of voice, product photography, color palette, lifestyle photography, and packaging standards.
The image contains a motivational quote in two different colors. The text reads, "No matter where you are, you're just a spoon and a couple of minutes away from your comfort zone." The first part of the quote is in brown, and the second part is in purple.
A young boy is holding a purple bowl filled with udon noodle soup. The child is using a spoon to eat the soup.
A woman is holding a bowl of noodles in one hand and using chopsticks to lift the noodles towards their mouth. They are smiling at the bowl and they are wearing a light-colored, knitted sweater with a dark scarf. The background shows a bright window with sunlight streaming in.
The image contains a mquote in two different colors. The text reads, "A delightful flavor extravaganza with a long simmered taste that's as good for you as the smile on your face." The first part of the quote is in dark brown, and the second part is in light brown gold.
A person wearing a green shirt is holding a package of Annie Chun's Seaweed Crisps Go-Chu-Jang flavor. The package is purple and white with an image of the seaweed crisps on the front. The person is pulling a seaweed crisp out of the bag
The image shows three packages of Annie Chun's Seaweed Crisps against a white background. From left to right, the flavors are Korean Style BBQ, Go-Chu-Jang, and Original. Each package has a purple top and features an image of the seaweed crisps on the front
The image shows a meal setup featuring Annie Chun's Pad Thai Rice Noodles. There are two plates of prepared Pad Thai garnished with lime wedges and bean sprouts, a small bowl of crushed peanuts, a box of Annie Chun's Pad Thai Rice Noodles, and a bottle of Annie Chun's Pad Thai sauce.
The image showcases Freshmade's web design capabilities by showing three tablets side-by-side on white background, each displaying different recipe pages for Annie Chun's meal kits. Each tablet has a picture of the dish, at the top, followed by the recipe name, difficulty level, and preparation time. The recipes featured are Shitake Mushroom & Vegetable Fried Brown Rice, Chicken Pad Thai, and Teriyaki Shrimp Noodles.
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