Mama Ding
I collaborated with Mama Ding to redesign their packaging and rebrand their visual identity, aiming to modernize the brand, improve shelf appeal, and better communicate the quality and authenticity of their products. This involved redefining their logo, updating the color palette, introducing new typography, and creating vibrant, informative packaging designs to enhance customer satisfaction and boost overall sales.CONDIMENT LINE
- Sweet & Sour Sauce
- Hot, Sweet & Sour Sauce
- Unagi Sauce
- Exploring frozen food, sauce labels, and snack packaging during supermarket visits, observing what caught my eye and why.
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Identifying features that stood out in the market, such as saturated colorways, dynamic typography, and compelling food photography.
- Analyzing contemporary branding trends and elements that could elevate Mama Ding’s products while resonating with modern consumers.
Transforming Mama Ding’s Frozen Food Packaging
To redefine the visual appeal of frozen food packaging, the design focused on creating appetizing, high-quality imagery to help customers envision the final dishes while highlighting the brand’s authenticity. The concept drew inspiration from street signage and magazine layouts to evoke a cosmopolitan feel, while postage-inspired elements added a sense of global quality.
Color palettes were carefully crafted to differentiate product lines: bold, saturated tones (pink, orange, red, and green) for the spring rolls; pastel hues for the gyoza, reflecting flavors like pork, chicken, beef, and vegetarian; and a mix of orange, red, and black paired with traditional cloud motifs for the sauce line, paying homage to the brand’s Taiwanese heritage. Typography combined the playful Bold Gothiks Round with the sophisticated Avory I PE Variable.
The design process prioritized experimentation and refinement. Packaging layouts were simplified to emphasize vibrant food photography. A custom seal stamp was developed as a hallmark of heritage and quality, reinforcing the connection to Taiwan. Additionally, the logo was deconstructed into flexible elements, allowing for playful yet cohesive branding across various applications.
The revitalized branding significantly improved Mama Ding’s market presence:
- Sales Growth: The updated designs increased sales across all product lines.
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Customer Feedback: Shoppers responded positively to the modernized look, praising its visual appeal and ability to highlight product quality.
- Brand Recognition: The cohesive design system strengthened Mama Ding’s identity, making it more memorable in a competitive market.
This project not only modernized Mama Ding’s packaging but also transformed its visual identity into something uniquely bold and unmistakably Taiwanese, bridging tradition with contemporary appeal.