Client:
MingsBings
Challenge
MingsBings’ star chef knew his rice-wrapped recreation of a Chinese classic street food had the power to stop audiences in the grocery aisle. The challenge was how to break out from the freezer case with a look and message that let shoppers know they could have a quick, convenient meal with the taste they craved and better ingredients they could feel good about.
Deliverables
- Brand Strategy & Positioning
- Creative Strategy
- Brand Identity
- Packaging Creative
- Brand Messaging
- Packaging Photography Art Direction
- Packaging Production
- Brand Book
Solution
A competitive review revealed that many current players were peddling not-so-convenient foods with high calories and questionable quality and taste. We identified a white space for the brand to move into between better health and innovation that only a master chef could fill.
And with an audience carving quick snacks and meals with elevated ingredients and flavor, we opted for a rich and real ingredient story on the front of the pack and backed by shoutouts about the man who mastered the art of sourcing and shaping a product with roots in his past, Ming Tsai.
East-West nods, framing a bold design worthy of a true breakout brand from the master of Asian American cuisine, promises a healthier and tastier frozen food.
