
- Agency
- Chase Design Group
- Client
- Dang Foods
- Designer
- Chase Design Group
- Category
- Food & Beverage
- Country
- United States of America
- Title
- Dang Packaging Redesign
- Agency
- Chase Design Group
- Client
- Dang Foods
- Designer
- Chase Design Group
- Category
- Food & Beverage
- Country
- United States of America
- Title
- Dang Packaging Redesign
- Photographer
- Mike Wepplo
- Creative Director
- Paula Hansanugrum
- Production Artist
- Shakeh Gyurjyan, Joanna Kawai
- Design Firm
- Chase Design Group
- Creative Team
- Annie Dodge, Samantha Ho, Beverly Hartono, Wendy Thai, Angel Lee, Amber Wang
Assignment
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.
Approach
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.
Results
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.
Contact Information
- Company Name
- Chase Design Group
- Phone
- 323-668-1055
- chanelle@chasedesigngroup.com
- Website
- www.chasedesigngroup.com
- Address
- 99 Pasadena Ave
Suite 9
South Pasadena, CA
91030 US