Kirk Wylam dishes out oriental food importer look

Surrey-based group Kirk Wylam Design has revamped the identity for oriental food importer Seewoo, as the company moves to differentiate itself from ‘traditionally’ branded competitors.

The work, which incorporates signage, livery, marketing material and brand guidelines, launches this week and is the culmination of a 12-month project for the group.

According to Kirk Wylam designer Roy Wylam, a name change from SK Trading last year prompted the company to evaluate its branding.

The group has created an identity that moves away from typical Chinese iconography to something more ‘modern and clean’, he adds.

‘Chinese companies tend to take a very traditional approach, with images of pagodas and calligraphy [prevalent],’ he explains. ‘There doesn’t seem to be a modern Chinese style.’

‘We’ve tried to take a step forward while retaining the Chinese side of things through typically Chinese colours of green and gold,’ says Wylam.

A further challenge was creating an identity that appealed to the company’s mix of both English and Chinese customers, he adds.

The consultancy was appointed in August last year without a pitch on the basis of a recommendation. It hopes to be involved in further projects for the company.