Amoy a brand owned by Heinz, was being percieved as old fashioned and bland. Their 1, 2, 3, packet meals needed a brand overhaul and go from being seen as a boring supermarket basic to a quick, yet authentic, asian meal for young urban people.

Starting with workshops and strategic thinking we came up with the idea, ‘The real vibe of urban Asia.’ The new packaging now emphasises the ease of use of Amoy products and it’s promise of authentic Asian flavours. The big idea was also translated to TV spots and the company website.

At the end of the project a coffee table book was designed for the client with our process.

Project completed while at Designbridge.