Ambition
Amoy, a UK household name in Asian cuisine, sought to solidify its leading position in the UK market amidst rapid growth and intensifying competition in the sector. Despite its strong heritage and loyal customer base, Amoy faced the challenge of staying relevant to both its existing audience and a new generation of food enthusiasts eager to explore Asian cooking.

Our mission was clear: to refresh Amoy’s visual identity, create cohesion across its extensive product range, and inspire confidence and excitement among consumers. The new design needed to honour Amoy’s rich Asian heritage while modernizing the brand to connect with a broader audience.

Insight
Amoy has always been about making authentic Asian cuisine accessible. It bridges the gap between tradition and modern convenience, empowering home cooks of all skill levels to experiment with new flavours and dishes. Yet, for some consumers, the complexity of Asian cooking can feel intimidating.

By focusing on Amoy’s core promise—to democratise Asian cuisine—we saw an opportunity to reposition the brand as a trusted guide where Amoy’s products not only simplify cooking, but also celebrate the joy of discovery.

Idea: A Portal  of  Taste
Brandon’s solution was rooted in honouring Amoy’s legacy while propelling it into the future. The refreshed visual identity builds on the brand’s distinctive assets, enhancing recognition and creating a bold, modern system that unites the entire range.

The iconic Amoy wordmark was transformed into a centrepiece of the design, incorporated into a repeat pattern across packaging to amplify visibility. A vibrant twist was introduced by elevating the signature red and gold with splashes of energetic colours, while the “O” in Amoy became a symbolic portal, representing discovery and connection. New photography was created for the Meal kits to simplify and inspire.

To support range clarity and shelf standout, clear labels indicating the cuisine type—whether Japanese, Chinese, or Korean—assist consumers in navigating their culinary journey.
This system not only celebrates Amoy’s heritage but also makes its offerings approachable and exciting for a diverse audience.

The design system extends across all the full Amoy range, ensuring a consistent and engaging brand experience, from meal kits to soy sauces and noodles.

Impact
Amoy’s new identity re-establishes its leadership in the Asian food category by balancing authenticity with modern relevance. The refreshed packaging system not only improves shelf visibility but also builds consumer confidence.

The enhanced clarity and cohesion across the range have positioned Amoy as a go-to option for home cooks seeking bold flavours and accessible inspiration, setting the stage for growth in an increasingly competitive market.