Dang’s delicious snacks are inspired by their founders’ American/Thai-Chinese heritage and Mama Dang’s own recipes. We really wanted to celebrate the uniqueness of their products and cultural roots with this redesign.

Most Asian-inspired products in the market fell into two categories—overtly stereotypical or modern but void of any cultural tie-back. By identifying the sweet spot for Dang, we were able to create a visual system that was both authentic and ownable.

The new packaging is unified by a strong masterbrand-forward approach, featuring an updated Dang wordmark, bold flavor colors, and mouthwatering photography. A subtle screen-printed Thai type-pattern is used on vibrant-colored backgrounds, paying homage to Thai street-food. Both brand and product stories are highlighted on the back of pack and supported with playful, irreverent brand activation off-pack.

Across the Coconut and Rice chips line, the logo lives in a bold circular badge creating a bulls-eye that helps to disrupt at shelf. Dynamic product photography highlights the lightness and unique textures of the chips, while strong flavor cues increase appetite appeal in a big way.