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Wok Street is a premiere provider of on-the-go Chinese and Thai-inspired cuisine. To coincide with their planned store expansion and reimagined cuisine options, Wok Street asked us to overhaul their brand identity, including new packing designs for all of their pre-packaged food offerings. Let’s wok and roll.
A combination of history, culture, and thoughtful brand strategy paved the way for this killer redesign of Wok Street’s visual identity. But more than an aesthetic upgrade, this brand now has a smart packaging design system to help them scale the business.
To emphasize Wok Street’s celebration of Chinese cuisine and culture, we created playful zodiac-inspired illustrations throughout the packaging design system. These illustrations became the focal point for individual label designs, with their animal and palette pairings helping to delineate different cuisine options.
Wok Street’s old brand suffered from an inconsistent and dated design aesthetic. Their new brand’s illustrative flare and smarter labeling system boosts brand recognition and provides a far better customer experience.