K H Food

Media Type: Graphic

Concept of the product and why:
K H Food is a company in Orange County, California established in 1991. It started out with a young married couple who immigrated from Taiwan to pursue the American dream. The founder’s vision is to become the best quality peanut company in California. They value quality healthy products to ensure that their customers consume the best product.

Design goals:
The goal here is to rebrand an old, well-established brand into a new updated brand. We value the established design but we also value new designs that can reach further customers while staying true to its value. The old product design also used containers made in China. We wanted to create a brand which was 100% made in the USA to strengthen customer trust.

Design process, obstacles, and solution:
We kept the core color scheme, logo shape, product shape to ensure familiarity. Another challenge to solve was broadening the demographics. The primary demographic of the loyal customers of this brand were between the age 40 and 50, Chinese, in California while a new goal was to also reach 20 to 30’s. We created a new brand mascot which mimicked the packaging design, modernized the logo, and switched to using plastic cups made in the USA to ensure that the entire product was designed, produced, manufactured, and packaged in USA.

Used design tools & design skills:
Adobe Illustrator, Photoshop, Graphic design, Product design, Packaging design, branding design, logo design