Brandragon cooks up oriental range

Cambridgeshire-based Brandragon has created the identity and packaging for a premium food range cooked up by renowned chef Ken Hom, which aims to corner the Oriental convenience market in the same way that Patak’s dominates Indian meals.

Westmill Foods is the company behind Ken Hom Cooks – the first food brand to be actively endorsed and marketed by the celebrity chef.

‘There’s a gap in the market for a true, authentic Chinese or Asian brand. It’s an area that’s not being fulfilled,’ says Westmill Foods marketing manager Debbie Thomas, adding that the range will reflect the contemporary vogue for Thai and Vietnamese cooking.

Brandragon commissioned photographer Paul Webster to take the ‘central signature shot’ of Hom.

The packaging, created by senior designer Mike Nash, juxtaposes blocks of white and blocks of colour to convey a contemporary feel. ‘The positioning is at the high end of taste and authenticity,’ says Brandragon account manager Chris Ellis.

The group’s research has shown UK consumers’ have ‘huge affection’ for Hom, he says. The group is now discussing further projects directly with Hom, Ellis adds.

The Westmill range comprises nine stir fry sauces and three microwaveable rice products, as well as a microwaveable noodles portion. The range goes on-shelf in branches of Asda on 15 June before being rolled out to other multiples.

Brandragon won the work around a year ago on the back of its identity for Allinson flour, which is another Westmill brand.