Mr Chen's Masterbrand
Client Chen Foods
  • Packaging & Brand Identity
  • Portfolio Architecture Strategy
  • Brand Identity Design
  • Brand Books
Scope of Work Brand Strategy / Portfolio Architecture / Packaging Design / Brand Book

Mr Chen’s, sharing family stories for a new generation of Asian food lovers.

Mr Chen’s is a family-owned business that has been bringing Australian’s the best of Yum Cha for over 40 years. An authentic Australian success story, Mr Chen’s is a brand that believes that great food should be shared, which is why they have created a range designed to give Australians more time to savour meals with the people they love.

Chen Foods partnered with The Edison Agency to rejuvenate the story and visual identity of their brand and expand its appeal to a new generation of Asian food consumers. The Edison Agency’s solution has amplified the unique Chen family story and created a fresh, flexible, and dynamic design system that unifies the range across categories and pricing tiers. Anchored to the new positioning, “Family Flavour Experts”, the new packaging captures the authentic spirit of the Chen family with light-hearted stories and anecdotes connected to the flavours, process and eating experience of the family’s most-loved recipes.

An unpretentious, warm and modern aesthetic transforms each product into a canvas for authentic storytelling. The real people behind the brand, their love of flavour and cooking has been celebrated across the whole range with hand crafted illustrations inspired by the family - Grandpa Yeye’s Classic dumplings, Grandma Nainai’s Seafood range and Sister Meimei’s modern plant-based products.

The result is a human-centred design solution that connects the passion of the Chen family, past and present with a new generation of Asian food lovers.

"The Edison Agency team worked closely with us to do our massive Rebrand of Mr Chen’s, really listened to our story, and took us on the journey of working out what would work for us and our brand.  Not only did Edison nail the brief but they were also able to also provide us with really well thought out and high quality alternatives which we were able to work further on.  More importantly they were a delight to work with and I cannot recommend them enough!
We're thrilled with the new foundation and identity to continue Mr Chen's growth in Australia as the authentic family-flavour experts."

- Lucy Chen, Co CEO, Chen Foods

If you have a brand whose story needs a new way to be told, then get in touch.

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