Blue Dragon are the experts on food from the Orient but their product range was anchored to the lowest price point in the world food fixture. Although consumers often preferred the taste to the brand leader, they were intimidated by the belief it was a ‘foreign’ brand, requiring culinary expertise.
We were appointed by Associated British Foods to rebrand the entire range by combining their undoubted expertise with a broad consumer brand appeal. We turned the strong authenticity associated with Blue Dragon to its advantage using provenance, authenticity and food credentials. The range now includes dishes from Thailand, Japan and Vietnam and the Chinese range has extended considerably. We were delighted to leverage our expertise in food branding and packaging with such an innovative and on-trend brand.