Mahsuri
Dark Sauces
Innovative Sauces For Modern Malaysians
- Brand Strategy
- Brand Architecture
- Portfolio Management
- Creative Development
- Packaging Design
- Production
Lee Kum Kee / Mahsuri
Malaysia
The Challenge
Mahsuri is a range of dark sauces from Malaysia. The previous design was plain and unremarkable, failing to capture attention or connect with modern Malaysians. The goal was to create a vibrant, contemporary brand reflecting Malaysia’s multicultural identity and appealing to progressive home cooks.
The Insight
While many sauce brands looked overtly Chinese, Malaysian consumers, particularly ethnic Malays, wanted flavours and visuals that felt more relevant and exciting. The new design introduced bold colours, energetic splashes of sauce and ingredients, and a touch of metallic silver around the brandmark to convey quality and modernity.
The Impact
The relaunch of three core products was a major success, boosting sales and brand visibility. Its strong performance led to the development of several new products, establishing Mahsuri as a modern, homegrown alternative to traditional Chinese-style sauces.
The Challenge
Mahsuri is a range of dark sauces from Malaysia. The previous design was plain and unremarkable, failing to capture attention or connect with modern Malaysians. The goal was to create a vibrant, contemporary brand reflecting Malaysia’s multicultural identity and appealing to progressive home cooks.
The Insight
While many sauce brands looked overtly Chinese, Malaysian consumers, particularly ethnic Malays, wanted flavours and visuals that felt more relevant and exciting. The new design introduced bold colours, energetic splashes of sauce and ingredients, and a touch of metallic silver around the brandmark to convey quality and modernity.
The Impact
The relaunch of three core products was a major success, boosting sales and brand visibility. Its strong performance led to the development of several new products, establishing Mahsuri as a modern, homegrown alternative to traditional Chinese-style sauces.
