Chen Foods has partnered with The Edison Agency to rejuvenate the positioning, story and visual identity of its Mr Chen’s brand, and help it expand its appeal to a new generation of Asian food consumers.
Mr Chen’s is a family-owned business which says it has "been bringing Australians the best Yum Cha for over 40 years".
The Edison Agency’s solution has amplified the Chen family story and created a fresh, flexible and dynamic design system, which unifies all the ranges across categories and pricing tiers.
Anchored to the new positioning ‘Family Flavour Experts’, the new packaging captures the authentic spirit of the Chen family with light-hearted stories and anecdotes connected to the flavours, process and eating experience of the family’s most-loved recipes.
According to Edison, the real people behind the brand, and their love of flavour and cooking has been celebrated across the whole range with handcrafted illustrations inspired by the family – Grandpa Yeye’s Classic Dumplings, Grandma Nainai’s Seafood range, and Sister Meimei’s modern plant-based products.
“The Edison Agency team worked closely with us to do our massive rebrand of Mr Chen’s, really listened to our story, and took us on the journey of working out what would work for us and our brand,” said Lucy Chen, co-CEO of Chen Foods.
“Not only did Edison nail the brief, but they were also able to provide us with really well thought out and high-quality alternatives, which we were able to work on further. More importantly, they were a delight to work with and I cannot recommend them enough.
“We’re thrilled with the new foundation and identity to continue Mr Chen’s growth in Australia as the authentic family-flavour experts.”
The new positioning and brand relaunch sought to create impact through:
- Revitalising the masterbrand’s story and visual assets;
- Improving cut-through on shelf and resonance with consumers;
- Develop a Masterbrand portfolio architecture strategy for future range navigation across Frozen and Ambient categories;
- Create a future-proof design system for internal rollout across the dumplings, including implementation by Mr Chen’s design team; and
- Generate appeal and interest amongst the next-generation of Asian cooking consumers with a high-impact and flavourful brand expression.
