Thai Kitchen is positioned as a leader in the ethnic food category in North America. Like many other leaders in their category, Thai Kitchen is facing increasing competition and a threat of losing market share.
Refreshing the design was part of an overall strategy to ensure the brand is relevant with loyal users and fresh for new users. In this case, the objective was to declutter the design and communication hierarchy while ensuring the personality of the design continues to communicate authenticity and quality.
The new design allows a clear path of communication, highlights the point of difference claims, and the photography showcases the quality of the product.
Iconic brands in any business will continue to feel pressure because of the changing retail environment. Staying true to the values and uniqueness of the brand is key.