© 2026 Lydia Tseng. All rights reserved.
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Problem
Solution
Key Takeaway
Process
Lee Kum Kee’s chicken bouillon product was lacking character, resulting in packaging that felt generic and easy to overlook. The design failed to communicate the brand’s heritage, quality, and flavor in a compelling way. This limited its ability to stand out on shelves and connect with modern consumers.
Started off by analyzing the existing packaging to identify weaknesses in visual identity and shelf presence. Then conducted research on competitors and target users to define design direction and key messaging. From there, iterated through sketching, wireframing, and prototyping before refining a final design that better communicates flavor, heritage, and brand personality.
This project highlighted how thoughtful research and iteration can transform a product’s perception and improve its shelf presence. Overall, it strengthened my ability to approach design problems strategically while balancing aesthetics with communication.
School Project
Logo redesign,
Brand identity
Adobe Firefly, Figma
CONTEXT
ROLE
TOOLS USED
Chick’N Run Rebrand
