Mr Chen’s, a family-owned business and authetnic Australian success story known for bringing the best of Yum Cha for over 40 years of Yum Cha, wanted to refresh their brand and appeal to a new generation of Asian food consumers.
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 was a warm, modern aesthetic that transformed each product into a canvas for authentic storytelling. This human-centered design connected the Chen family's passion with a new generation of Asian food lovers.
