Loon Fung

Rejuvenating the cultural brand for an east and west audience

London’s oldest supplier of Asian food, Loon Fung, was losing out to competitors with a stronger brand presence. Household was asked to design a new brand identity to appeal to a mainstream audience, while preserving Loon Fung’s authentic cultural credentials.

Logo designed for the new brand identity for Loon Fung brand by Household.
'For Eastern Food make simple' slogan designed for the new brand identity for Loon Fung brand by Household.
Chinese food market mood image inspiration for Household re-design of the Loon Fung brand.
New brand identity for Loon Fung based on the Dragon and Chinese Phoenix, for Household re-design for the brand.

To express the vibrancy of Asian food culture in an identity that is accessible to everyone, we defined a new brand philosophy.

We evolved the key brand assets of the male Dragon and Chinese Phoenix icons to feel more contemporary while retaining their crafted heritage. The perfectly balanced icons playfully chase each other in the brand marque, representing the business founders and their equal partnership in business and marriage.

New retail design visual of the Household re-design of the Loon Fung brand.

To position food and flavour at the heart of the brand’s identity and evoke the warmth and vibrancy of the Modern Far East, we selected a colour palette of bright Chilli Red and deep Date Red. As white is considered unlucky in Chinese culture, the reds are contrasted with traditional porcelain Rice.

New retail design visual of the Household re-design of the Loon Fung brand.
Green tile mood image used for Household re-design of the Loon Fung brand.
New retail design visual of the Household re-design of the Loon Fung brand.

Key insight

Our research showed that popular Asian Food brands were gaining greater mainstream traction with contemporary minimalist designs

New VM display for new retail design of the Loon Fung brand, by Household.
New VM display visual for new retail design of the Loon Fung brand, by Household.
Chinese food market mood image inspiration for Household re-design of the Loon Fung brand.

Colour palette expresses
food and flavour

Loon Fung packaging, Brand Identity, Retail & Digital Design
Brand communications for the new brand identity for Loon Fung brand by Household.
Brand communications for the new brand identity for Loon Fung brand by Household.