Vision Foods (now Visual Foods) asked me to help them develop a new logo and wider branding (including the Oriental Delight Foodservice Limited identity) for a range of oriental foodservice products aimed squarely at the UK takeaway trade. The aim was to take the new range to market and, by starting in the Midlands, build the brand up to being one of the leading national UK based takeaway food brands. The identity had to work on two levels, in both english and also chinese as well as being highly visible and memorable.
The combination of two languages, the need for simplicity and the requirement that also appears to be part of the family of brands posed significant challenges but the end results speak for themselves. The final execution was strong, legible and highly memorable and continues grow in popularity.