Wok This Way
DeliverablesBrand StrategyPrint DesignPackage Design
Wok Street is a premiere provider of on-the-go Chinese and Thai-inspired cuisine. To coincide with their planned store expansion and reimagined cuisine options, Wok Street tasked Push10 with a complete brand overhaul, including new design concepts for all of their pre-packaged food offerings.
Push10 serves CPG clients via Aid&Abet, its specialized food marketing agency. As part of an ongoing partnership, Aid&Abet is helping to refine and enhance the burgeoning family of brands, just like Wok Street.
The Year of the Wok
To emphasize Wok Street’s celebration of Chinese cuisine and culture, playful zodiac-inspired illustrations are used throughout their packaging design system. These illustrations become the focal point for individual label designs, with their animal and palette pairings helping to delineate different cuisine options.
Bringing it all Together
With a new package design system in place, Push10 rounded out Wok Street’s new brand identity with additional elements to help them reach a wider audience, including to-go bags, menu card designs, and point-of-sale signage.
Wok Street’s old brand suffered from an inconsistent and dated design aesthetic. Their new brand’s illustrative flare and smarter labeling system boosts brand recognition and provides a far better customer experience.