Lee Kum Kee

Challenge

Lee Kum Kee worked with Marks to extend its Asian culinary expertise into a new ready-to-eat pasta range for APAC. The challenge was to engage younger, urban consumers with an Asian Fusion proposition that felt distinctive and desirable on shelf, balancing brand credibility, rich ingredient cues and restaurant-style convenience.

Insight

For young urban consumers, convenience matters, but so does the opportunity to discover new tastes and cuisines within everyday life. Our research showed that better nutrition, quality ingredients and exciting new flavors increasingly shape their choices. From familiar comfort to adventurous discovery, these evolving needs gave Lee Kum Kee a compelling role: making Asian Fusion feel authentic, accessible and exciting.

Creative Solution

The design brings Asian Fusion to life through a contemporary expression of crafted authenticity. Anchored by Lee Kum Kee’s heritage plaque, calligraphy-inspired Kung Fu Pasta typography, integrated chopsticks and a brushstroke-style 3-minute icon bring Asian craft into a younger, more expressive visual language.

A curtain-like frame reveals the finished dish like a home chef presenting a freshly prepared meal, while also suggesting a top-down table setting. Rich food photography and flavor-led colors celebrate the abundance of ingredients, bringing together the warmth of home cooking with everyday convenience.

Overall Impact

Designed as a scalable regional platform, the identity establishes a cohesive foundation for the range to extend across Asian markets and future variations, while giving Lee Kum Kee a contemporary new expression within ready-to-eat meals.