Discovery Food, Inc
Brand identity and food packaging system
Overview
ROLL
Discover Food produces Chinese wonton wrapper products whose primary product/brand is the Ling-Ling potsticker line. They asked to me to design and rebrand their Ling-Ling brand to strengthen their brand and also to expand their product line into the high end Italian food category and also marketing into the youth snack category.
UX/UI/interaction design
Spazzio
The new Italian pasta line “Spazzio” was launched for Costco bulk lines and was positioned as a high quality Italian food. The logo was designed to show exquisite Italian ingredients and products like raviolis and spagetti. Costco requested that packaging use primary colors like yellow and red/ green and blue in order to stand out in the frozen food section.
Website
Website
Yumplings
The Chinese Shumai style dumplings were launched as munches for a younger crowd originally for Costco business grabbing customers who purchased ” Bagle bites”, “Taquitos” or “Dino” chicken. The naming of “Yumplings” was created by Edesign team which combined the words “Young” and “Dumpling” the packaging design was developed to grab the attention of younger customers using fun and energetic illustrations all over the product packaging.
Ling-Ling
Ling- Ling branding was redesigned to incorporate their existing mascot Panda illustration and to create a consistent branding and its’ sub-branding system for their entire Ling-Ling Chinese frozen food line.