brief

Shileo needed a distinct brand identity and packaging system to introduce konjac-based meals to the European market. The focus was translating an unfamiliar Asian superfood into a contemporary, trustworthy and appealing product for urban, health-conscious consumers without compromising taste perception or regulatory credibility.

brand identity

Shileo's flagship product, the konjac noodles, acted as the central element for the visual language.

Noodles for everyone

The visual language keywords: Honest, Modern, Playful, Characteristic and Urban determined tone and provided visual continuity across the entire user journey.

packaging

Separated from the brand, the packaging needed a different treatment. Considering direct and indirect competitors, the USP of the dried and odorless products and the unfamiliarity of the market with the root - it was important to present the texture and natural source of the product.

key learning

Guiding the visual message for a successful market adaptation included not only showing the unique dry product, but also a emphasising the differentiation from the default Asian cuisine asociation.

packaging 0.2

Due to technical problems with the sticker manufacturer, the founders returned for an adjustment in packaging - and an opportunity for a design refreshment that reflected product maturity and refined the look and feel for the now established target audience.

range

Following Shileo's growing consumers and the market's growing knowledge of Konjac and its benefits, Shileo could experiment further with special editions as well as with more versatile offering, always maintaining their brand's promise for healthy, delicious foods for body and soul.