Independent brand design agency Hunt Hanson has redesigned Miso Tasty, a contemporary Japanese-food brand that’s on a mission to empower all cooks to make meals mightier with miso. The bold new design, which recently hit shelves in the UK, takes the brand to the next level with confidence, character and a touch of premium craft.

Miso Tasty has been on an incredible journey since chef and passionate foodie Bonnie Chung founded the brand in 2014. Her goal at the outset was clear – to make miso an essential ingredient in all food cupboards in the UK by shining a light on its power as the ultimate flavour enhancer. Winning over celebrity chefs and home cooks alike with its commitment to quality and upbeat personality, Miso Tasty pioneered the miso revolution – which, of course, inspired to new contenders to enter the category.

As the brand nears its ten year milestone, Miso Tasty felt it was time to make a re- commitment to its core purpose with a redesign that widened its appeal to more consumers, whilst also making it abundantly clear that Miso Tasty was the true and original miso brand.

Hunt Hanson was tasked to evolve and elevate Miso Tasty to the iconic place it belongs. The challenge was to bring the brand boldly and proudly to the forefront, whilst maintaining the Miso Tasty’s unique authenticity as a brand passionate about flavour, quality and its Japanese roots.

“Miso Tasty brings huge personality and flair to the category, with an enthusiastic founder that is on a quest to bring miso to the masses,” comments Nick Hanson, Co-Founder and Creative Director at Hunt Hanson. “To make the brand more distinct and accessible at shelf, we needed cut the clutter and hone in on the key visual elements that embody the excitement and irrepressible spirit of the brand – and then turn them up in a way that is memorable and meaningful.”

The new design heroes the Miso Tasty brand, giving it more prominence and confidence as it empowers consumers to transform meals from mediocre to mighty with miso. The brand’s signature pattern now adorns the jar tops, adding a punch of personality to the packaging whilst giving it more recognisability on shelf. It is secured with a ‘Made in Japan’ seal which conveys craft and quality whilst also subtly directing the consumers’ eyes to the brand’s proud logo. Communication throughout the pack has been simplified to help consumer more easily understand the product whilst a lovely photograph of Bonnie reflects the personal story behind the brand with warmth and charm.

“Miso Tasty has reimagined miso for a world outside of its native Japan. We want to make it better understood and more easily used so its benefits can be enjoyed more broadly than ever before,” comments Bonnie Chung, Founder and Managing Director of Miso Tasty Ltd. “Our redesigned packs created by Hunt Hanson will be key in helping to make Miso Tasty accessible to more and more people. Now making a powerful, yet personable statement, the packaging design reflects our mission and purpose with timeless style that feels intriguing, inviting and iconic.”