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Lam Soon’s ‘Knife’ brand oil – beloved for its peanutty aroma – has been a staple in many Southeast Asian kitchens for decades. A leading manufacturer of palm oil based products for the past 50 years, the company managed to sustain its success through a loyal customer base that appreciated its unique formula. However, with the advent of a younger generation of health-conscious customers and healthier cooking oil alternatives, ‘Knife’ brand needed to spice up its dated look.
Chemistry was approached by Lam Soon to take on the re-branding of ‘Knife’ brand cooking oil and subsequently, the redesign of its range of cooking oil and cooking ingredient labels for both the Singapore and Malaysian markets.
By mapping Knife products against its competitors, a clear direction was defined, targeting a younger and more health conscious audience. Explains Wil Kolen, “The new design direction focused on a modernisation of the Knife brand ID while taking on an emotive approach for the overall label expression”.
While ensuring this, the team took care not to estrange loyal Knife consumers by changing one of its strongest and most identifiable brand assetts: its orange label.
On the old label, the brand identity consisted of scattered elements, like the word ‘Knife’ in both English and Chinese plus a sword emblem. To bring together these key elements harmoniously, a distinct orange backdrop was created to not only ‘hold’ them but also define a clear visual hierarchy for each element. |
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The emotive element in the label was provided by an ‘ambient’ food shot, featuring specific ingredients that would appeal to and distinguish the Singapore and Malaysian markets.
To enhance and maintain Knife’s long-established heritage, the line ‘since 1948’ was introduced to the label design. While simple, it is also an effective solution that evokes enduring tradition in a modern design.
The new label has been successfully introduced over the entire product range in the market, displaying a clearly refreshed and consistent image of the Knife brand, while retaining a strong connection with trusted legacy. |
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