Creative Agency: Brandimage Shanghai
Managing Director: Gary Yip
Art Director: Shawn Gong
Account Manager: Sharon Xiao
Account Supervision: Cherry Yeung
Project Type: Produced, Commercial Work
Client: Tyson Foods
Location: Shanghai, China
Packaging Contents: Chicken
Packaging Substrate / Materials: Cup
In our society of fast moving lifestyles, Tyson wanted to create a relevant product to a new generation of consumers more accustomed to life on-the-go than life in the kitchen. Its new product range is a selection of pre-cooked, ethnic chicken dishes, designed for modern, time-squeezed balancers to consume regular meals. Packaged in an on-the-go, microwaveable tub, the new range required a design that’s premium, convenient, and fun.
The design maximises brand cohesion with a sophisticated look and easy-to-navigate cues, all in one package that’s demonstrates more of a lifestyle than frozen food. To retain brand cohesion and equity, we created a consistent brand device—the red arc—that reinforces Tyson’s brand color. This offsets the sophisticated black label, where hand drawn illustrations add a touch of romance and authenticity. The illustration itself highlights where the dish is from, and its provenance story is echoed in a seal. Finally, the font type is emotional and sophisticated—the mark of a quality life.
The result is premium yet accessible, recognisable yet systematically coherent, and perfectly customisable for personal snacking—a sophisticated product for life on the go.