Sydney creative studio Tweak has developed the design for the Massel Asian range of stock cubes, carrying over and reimagining key brand assets to set the tone for authentic Asian cuisine.
Tweak design director Shane King tells PKN that the directive for the brief was to create packaging to leverage the Massel identity, which has a strong following among discerning consumers who seek taste and quality, while distinctly differentiating the Asian range.
Expanding on the design strategy, King says that it was important to maintain the established pack design to maximise brand recognition among loyalists. However, the Asian range communication needed to be impactful to break away from the core product range, he explains.
To achieve this, King says that key brand assets were carried over and reimagined to set the tone for authentic Asian cuisine.
“The bold black masthead features gold Asian script, which clearly defines the range, and sets the tone for the Asian theme as black is carried through to the bowl and the oriental variant names,” he said, clarifying that since each variant has a very specific flavour profile, traditional Asian styling was introduced to align to this.
“Food styling, typography and background elements all play a role in communicating authenticity. The timber background is given a subtle red tint to add to the overall impression, which when viewed on shelf, carves out its own identity.”
Manufactured in Australia by Labelmakers, the packs were litho printed with six colours on white board.
King says that CMYK with PMS colours were used for the green icons and brown typography, which “ensures a crisp result on important and typographic elements that are sometimes small”.