Online Design Awards – Q2 & Annual Awards 2024
Winner (Illustration), Gold (Brand Identity), Nominee (Art Direction)
Company Rebranding, Illustration・2024
Spice of Joy
Welcoming
Playful
Authenticity
LaoGanMa is a chili sauce brand founded in the 1980s, when its founder sold handmade sauce at a local market in Guizhou, China. Now a global staple, the brand is especially popular among the Chinese diaspora—but has room to grow with new audiences worldwide.
Welcoming・Playful・Authenticity
The Challenge
How can a long-standing, culturally rooted brand modernize its image to reach broader markets— without alienating loyal customers? In particular, how can the founder's portrait remain a symbol of quality while avoiding outdated visual cues that may deter unfamiliar audiences?
The Approach
The new design is playful, aimed at younger audiences eager to explore new flavors. The founder's portrait was retained to honor the brand's legacy, but reimagined as a cheerful line drawing to soften its visual tone. Photos of the sauce used on non-Asian dishes highlight its versatility and global appeal. This strategy—rooted in social media—encourages new customers to discover and share unexpected ways to enjoy the product.