Ling Ling®

Brand Positioning, Brand Identity, and Package Design

Ling Ling® has been delivering authentic, yet approachable, flavors of your favorite Asian foods since launching from an immigrant-owned, San Francisco Bay Area restaurant in 1986. After decades of expansion, Ling Ling® sought our help to create a cohesive system with stronger brand recognition and improved shopability across their wide variety of crowd-pleasing Asian meals.

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We leveraged the brand’s “Joyful Yellow” hue, which not only brings unity to the product line, but also helps the brand stand out in a category steeped in dark, dramatic packaging. In contrast, the savory blue watercolor background lends a rich texture that allows the food to pop. We also modernized their logo, which includes a redrawn version of the beloved namesake panda, Ling Ling, enclosed in a shape that creates a safe space for the brandmark regardless of the surrounding environment. And, most importantly, the logo is now proudly and consistently displayed across all touchpoints.

The Ling Ling® design refresh is a modern take on its predecessor while still honoring the brand’s rich heritage with a more impactful presence that shines right through the freezer doors.

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​Probably the best packaging people I have worked with in 20 years across three continents.

​Very detailed briefing processes to look beyond your brief to draw out what you want and the thoughts behind that, market analyses to look at competitors, broad-brush examples of styles and looks you might pursue, shelf depictions to show your shelf presence vs competitors, and then once you decide on a particular style, they give you almost too much good stuff to choose from. So I guess they are "difficult" to work with in the sense that it is always SO DIFFICULT to make a final choice from among the many great options they show you. Highly recommend.

John Wheatley

Vice President, CPG Sales

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