Lee Kum Kee
Lee Kum Kee is a Hong Kong-based food
company that specialises in manufacturing
sauces and a wide range
of Chinese and Asian specialities.
Challenge: The client was seeking a recipe book that would open up their target audience to include Western-centric tastes. Lee Kum Kee wanted to communicate to readers that their Asian sauces are readily usable in Western dishes and recipes. The look and feel of the recipe book had to be in line with design trends of the West, whilst incorporating images of their sauce bottles in a soft-sell approach.
Result: A minimalistic recipe book that is clean and easy to follow, with assertive headlines and stunning photography. The Western look and feel of the book and the styling of the dishes help promote the use of Lee Kum Kee’s Asian-centric sauces.
Challenge: The client was seeking a recipe book that would open up their target audience to include Western-centric tastes. Lee Kum Kee wanted to communicate to readers that their Asian sauces are readily usable in Western dishes and recipes. The look and feel of the recipe book had to be in line with design trends of the West, whilst incorporating images of their sauce bottles in a soft-sell approach.
Result: A minimalistic recipe book that is clean and easy to follow, with assertive headlines and stunning photography. The Western look and feel of the book and the styling of the dishes help promote the use of Lee Kum Kee’s Asian-centric sauces.
