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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 feel part of the same family — whether it's an established line like the soy sauces or something brand-new like the marinades.
Both lines built on Lee Kum Kee's existing logo and identity, then executed it differently for each product. 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 — five sauces, five roles: sushi, poultry, stir-fry, dumplings — 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.
