Lee Kum Kee Chilli Sauce
Turning up the heat for a new range
Services
- Brand Strategy
- Visual Identity
- Packaging Systems
- Motion Design
- Campaigns
- Copywriting
For over 135 years, Lee Kum Kee has been a global leader in Asian flavours, renowned for its commitment to quality and authenticity. Despite an extensive product portfolio, the brand had never entered the bottled hot sauce category.
Deuce Studio were tasked with creating the brand identity and packaging for a new Asian-inspired chilli sauce range, featuring distinctive flavours such as sesame, lime leaf and yuzu.
The challenge was to introduce something new and contemporary, while remaining unmistakably authentic to the Lee Kum Kee brand story.
STRATEGY
We began with an extensive market research phase, surveying the target audience to understand what makes a chilli sauce stand out in an increasingly crowded market. The results showed that Gen Z and Millennial consumers are most drawn to sauces with simple, bold designs that feel authentic and inspire them to explore new and exotic flavours. This insight became the strategic foundation for the new range.
PACKAGING
Lee Kum Kee wanted the chilli sauce to feel new and distinct from its core range, while still belonging clearly to the family. We introduced jagged badges, bold typography, and a bright, youthful colour palette, while keeping key elements like the golden plaque logo, dual-language product names, and the iconic brand pattern. These familiar cues ensured continuity, while allowing the new range to establish its own identity within the wider portfolio.
CAMPAIGN
Once the label design was established, we extended the identity into a wider brand world across print and digital touchpoints, including social media and out-of-home advertising. Jagged badges were reimagined as sticker-like devices to highlight key messaging, while extended graphic lines framed imagery. Enticing close-up food photography, dripping with chilli sauce, added appetite appeal and brought the range to life.
“Deuce Studio has demonstrated exemplary proficiency in their collaboration with Lee Kum Kee Europe. The delivered creatives have proven to be precisely aligned with our brand identity. The entire process transpired seamlessly, and deadlines were consistently met, contributing to a hassle-free experience. The outcomes surpassed our expectations, reflecting the team’s dedication to excellence.”
Ken Tai
Brand Marketing Manager
Special Thanks to our collaborators
Collaborators:
Product Photography by Hikaru Funnell
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