Design consultancy: BrandOpus
Advertiser: AB World Foods

"We are thrilled with our new branding, visual identity and pack design. Blue Dragon's new design evokes the vibrancy of modern Asia and strengthens the brands position as the no.1 Ambient Oriental brand. We want our packs to reflect the bold and exciting flavours that our products deliver and inspire consumers to explore the best of Asian flavour from their kitchens. The feedback from customers and consumers has been very positive, and the redesign has allowed us to grow and introduce NPD within the range."

- PAUL WATMORE, MARKETING DIRECTOR

Executive Summary

Blue Dragon are pioneers in Asian Food. Since the 1970s they have fuelled the UK's desire and appetite for Asian cuisine, contributing to it moving into the mainstream and being a staple in our supermarkets. The brand led the introduction of traditional Eastern flavours to the UK market and over the years has constantly inspired consumers to explore new tastes - and were the first to introduced sweet chilli sauce to the UK!