Lucky Foods has been hard at work on its latest rebrand, which is culminating in new packaging for the family-owned and operated, natural Asian food manufacturer. As part of its efforts to create a more cohesive brand identity, the company updated its logo and Spring Roll packaging to pique consumers’ interest on store shelves by conveying a look that is reflective of Lucky Foods’ story and product quality.
"We have put an emphasis on the Spring Roll photography on the box to show more detail, the fresh ingredients that are inside, and to easily identify flavor differentiation," shared Megan Benson-Rolerkite, Brand Manager. "Our new, colorful boxes communicate our commitment to fresh, healthy ingredients."
The new logo is modern and approachable, while also alluding to the brand’s roots and family heritage through the image of a four-leaf clover—a symbol of luck here in the West. According to a press release, the addition of the floral-type motif is a modern interpretation of an Asian influenced pattern, reminiscent of the detailed architecture found in Korean palaces—a nod to the Jo family's heritage. In the logo, these elements come together to symbolize “East meets West.”
The rebrand also connects the company’s Lucky Foods brand with its line of Korean foods sold under the brand name Seoul.
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