TURNING UP THE HEAT FOR A NEW RANGE
Deuce Studio partnered with Lee Kum Kee to create the brand identity, packaging and campaign assets for the company's first-ever bottled chilli sauce range. The project introduced a bold new product line that appealed to younger consumers while remaining true to Lee Kum Kee's 135-year heritage and reputation for authentic Asian flavours.
Challenge
Lee Kum Kee was entering the highly competitive hot sauce category for the first time. The new range needed to stand apart from established competitors and attract Gen Z and Millennial consumers, while still feeling unmistakably Lee Kum Kee through its heritage branding, dual-language packaging and iconic golden plaque logo. Research also showed younger consumers preferred simple, bold and authentic designs over traditional "extreme heat" aesthetics.
Solution
Deuce Studio developed a distinctive packaging system inspired by Asian culture, combining bold typography, vibrant colours, jagged graphic devices and a structured grid to create strong shelf impact. Heritage brand assets—including the golden plaque logo, Chinese typography and signature brand pattern—were retained to reinforce authenticity. The visual identity was then extended across social media, print, digital and out-of-home campaign assets to create a cohesive brand world.
Results
The new identity successfully launched Lee Kum Kee into the hot sauce category with a distinctive, modern range that appealed to a new generation of consumers while preserving the brand's heritage. The project was widely recognised across the design industry, featuring in publications including Creative Review and The Dieline for its fresh approach to packaging design.
“Deuce Studio has demonstrated exemplary proficiency in their collaboration with Lee Kum Kee Europe. The delivered creatives have proven to be precisely aligned with our brand identity. The entire process transpired seamlessly, and deadlines were consistently met, contributing to a hassle-free experience. The outcomes surpassed our expectations, reflecting the team’s dedication to excellence.”
Ken Tai, Brand Marketing Manager
