This is freelance packaging work for Lee Kum Kee, done through Truly Creative alongside longtime collaborator Carrie Dufour, across a soy sauce lineup and a line of grill marinades.
As a brand with multiple products, every item needs to be a part of the same family, whether it's an established line like the soy sauces or something new like the marinades.
Both lines built on Lee Kum Kee's existing logo and identity. The marinades paired bold, rough-edged type with overhead ingredient photography that looks like it's sitting right on the grill. The soy sauces used a color-coded system, each with its own color and supporting food photography.
Both lines read as clearly part of the Lee Kum Kee family, while each did its own job at shelf: the marinades sell grill-ready flavor, and the soy sauces let shoppers pick the right one by pairing at a glance.
