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A simple, strong and playful range refresh enabled the UK brand team to execute their bold strategy focusing on the brand's heritage as the leader in stir fry.

We were tasked to create a positive new brand story for Amoy and increase frequency of purchase by reminding consumers of the benefits of stir fry cooking. Amoy also needed to improve differentiation between variants for noodles and stir fry sauces.


We strategically re-designed and re-positioned Amoy as ‘The stir fry specialist’. An ambitious photography shoot ensured that we achieved clear differentiation of each product and conveyed the lively stir fry cooking experience visually. The design created a fun, accessible feel to the range whist maintaining the heritage brand colours.


Amoy was re-listed in Sainsburys after the new design was launched.

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