Revamping a Family Business

After 19 years of feeding New York addictive Chinese dishes, Xian Famous Foods (XFF) decided it was time to feed the masses - and that's where we came in! As an Asian-American, NY-based studio, we were honored and very, very excited to work alongside Jason and his dad, David.

The first phase of the project was a full-scale brand refresh. We emphasized XFF's existing brand identity of being charmingly understated and industrious with a revived logo, color palette, font package, and copy. The second phase was designing packaging for XFF's new consumer package goods (CPG] line. We drew inspiration from the imagery and illustrations seen in their cookbook to create a variety of dumpling bags, chili oil jars, bottled tea labels, and meal kit stickers. The third phase was the execution of photo and video assets - the goal was to capture all the delicious moments between the brick-and-mortar stores, the new CPG line, and the Wang family interacting with fellow XFF admirers. The final phase was redesigning the XFF website and incorporating all the new assets from the previous rounds.

We got this NYC legacy brand ready for its national debut and we have no doubt it will contribute to the ever-growing success of Xian Famous Foods!!!

Services: Creative Direction, Branding, Packaging Design, Web Design, Copywriting, Photography, Cinematography

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