SoThai

We are entering a new food era where the consumer is looking for healthier choices when it comes to ready meals. Aveo Foods is a company that understands this and brings tasty alternatives to their food ranges using more natural ingredients, authentically cooked and prepared.

Having worked with them previously on other ethnic ready meal ranges, they saw a gap in the market for takeaway standard Thai dishes and wanted us to look at how these could be branded to appeal to a broad range of consumers who enjoy Thai food and healthy eating.

We wanted a name that would immediately resonate with consumers, one that needed no explanation. So Fresh. So Tasty. So Thai became the narrative behind the name which helped to guide the packaging design and personality of the brand, creating standout and engagement in an over-crowded ready meal market.

The overall design aesthetic takes inspiration from Thai culture, art and street food, playing on its vibrancy and bold style of typography. Colour is used to differentiate the range of dishes, while simple graphic prompts help to capture the freshness of the ingredients used.