How do you change your look and still show your roots?
Dang products are uniquely rooted in their founders’ American/Thai-Chinese heritage. Our challenge was to bring their brand story to life in a sincere and compelling way.
The Dang sweet spot is where 'Culturally Specific' meets 'Unconventional.’ We had a great opportunity to leverage Dang's "Asian for All" positioning in a meaningful way through the use of Thai typography and messaging, fresh and unexpected colors, & hand-crafted illustrations.
Bringing Mama Dang's recipe journey and the founders' childhood portrait directly onto the packaging was key, as it highlights the personal connection that makes the Dang brand so special. Dang that's good!