Timeless tradition meets a bold new transformation

For over 30 years, Old Country Food has been making authentic Asian food of the highest quality. The brand brings together traditional Chinese recipes with local sourced ingredients to deliver an authentic taste of Asia to Kiwi kitchens.

Selling predominantly in Asian supermarkets, the brand had a desire to branch out into the mainstream market. The brand and packaging had been virtually untouched for several years, and compared to retail competitors, the proposition and quality were not being communicated.

Research gave us an insight into current and potential customer base, and a new brand strategy was developed that targeted a modern foodie consumer. A core idea of ‘Delicious traditions’ gave the brand a new direction that captured the flavours, styles and quality. This was then followed by a new tone of voice, brand story, tagline and suite of brand language. A bold new identity and packaging was designed by Onfire, brilliantly expressing the old-meets-new positioning.

The brand has seen extraordinary success. With 20% growth annually it’s now selling in mainstream supermarkets, supplying food service nationwide as well as direct to consumer – and now has its eyes set on export.

Silver - World Brand Design Awards 2023
Silver - Best awards  2023
Shortlist - Pentawards 2023