La Choy Soy Sauce - Rebrand

La Choy is a company that makes Asian inspired ingredients such as canned vegetables, noodles, and most of all, soy sauce. They have been in the industry since 1922. I was tasked with creating this concept for a complete overhaul of their branding, due to their lack of a hold on the soy sauce market compared to other companies, like Kikkoman.

Their previous positioning with their food products was inspired by Chinese New Year dishes, which gave me the idea of creating a “dragon-like” theming while also paying respect to their previous branding.

La Choy Soy Sauce was ranked as the poorest in taste among other soy sauces on the market according to Mashed.com. La Choy also uses “hydrolyzed soy” protein; chemically made “soy” which gives an inauthentic taste. With this rebrand, I would want to position La Choy as an authentic Soy Sauce by using real soy beans, with no artificial additives.

With this rebrand, I aimed for a target market of millennials aged 30-40: an audience that is more likely to be cooking in the kitchen, according to thespoon.tech, a cooking website: “According to a survey we conducted of over 1000 US households, we found that 95% of millennials cook weekly at home.”

Throughout this page you will see the soy sauce bottle rebrand, a website rebrand, a poster, and the new logo. Also included are three flavors: original, teriyaki, and less sodium.