Lee Kum Kee
Asian Twist
Bringing the traditional to the modern era
- Brand Strategy
- Brand Architecture
- Portfolio Management
- Creative Development
- Packaging Design
- OOH Campaign
- Production
Lee Kum Kee / Asian Twist
Hong Kong & Global
The Challenge
Lee Kum Kee is renowned for its traditional, high-quality products. However, their consumer base was aging, and they sought to appeal to a younger and more global audience.
The Insight
To stay true to its Asian roots while appealing to younger consumers, Lee Kum Kee created the Asian Twist range, fun and convenient sauces that add authentic Asian flavour to everyday dishes like salads, rice, and noodles.
The Impact
Asian Twist, a new global range from Lee Kum Kee, created to add a unique taste of Asia to any dish. Its name and identity reflect the fusion of flavours and the exciting twist these sauces bring, supported by a strong product architecture that enabled easy expansion.
The Challenge
Lee Kum Kee is renowned for its traditional, high-quality products. However, their consumer base was aging, and they sought to appeal to a younger and more global audience.
The Insight
To stay true to its Asian roots while appealing to younger consumers, Lee Kum Kee created the Asian Twist range, fun and convenient sauces that add authentic Asian flavour to everyday dishes like salads, rice, and noodles.
The Impact
Asian Twist, a new global range from Lee Kum Kee, created to add a unique taste of Asia to any dish. Its name and identity reflect the fusion of flavours and the exciting twist these sauces bring, supported by a strong product architecture that enabled easy expansion.
