Amoy

Despite Amoy’s strong presence in the UK market, rapid growth in the Asian food sector and an influx of imports have undermined its credibility as an authentic Asian brand. Amoy was losing it’s sense of authenticity, rather than a brand suited for consumers across generations and cooking skills.

Meal kits were also brought back into one proud Amoy master brand portfolio. The rejuvenated brand identity had to drive confidence and excitement in order to deliver deeper and more meaningful relevance. Ultimately retaining current shopper but recruiting new audiences into the brand.

With a rich legacy in authentic Asian flavours and cuisine, Brandon envisioned Amoy as the bridge that transforms the ‘unfamiliar into the familiar’, the ‘intimidating into the exciting’, and the ‘exotic into the everyday’, empowering people to safely explore Asian cooking at home.

By adopting a masterbrand-led portfolio and embracing the connoisseur’s mindset of Pan-Asian meals, we seamlessly connected traditional and contemporary favourites under one guiding principle: Preserve the old, know the new.

Our new visual brand identity honours Amoy's Great British Asian heritage, seamlessly blending tradition with modernity. Anchored by the brand’s established word mark, the identity vividly celebrates Amoy’s rich flavour profile through dynamic colours, expressive typography, and striking graphic elements.

The Amoy ‘O’ becomes the epicentre of flavour and excitement. Empowering the key Amoy logotype distinctive brand asset to a new level. Then integrating this with food photography and using colour to help make for easier range navigation at speed. We then further leveraged the Amoy word mark as a watermark device to elevate the brand's craft.