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Dang Snack Brand Repositioned and Redesigned


Design: Chase Design Group
Location: United States
Project Type: Produced
Client: Dang Foods
Product Launch Location: United States
Packaging Contents: Snack Food
Packaging Substrate / Materials: Flow wrap
Printing Process: Litho

The challenge was to take the current product line and create a cohesive family of products that articulate the “Asian for All” positioning authentically for the modern, mainstream consumer. They worked closely with the founder/brothers, Vincent and Andrew Kitirattragarn to bring the origin story to life, embracing their Asian/American roots and instilling an irreverent voice. “We named the brand, Dang, after our Mom, but our products turned out to be so flavorful and delicious, that we started using the phrase: ‘Dang that’s good!’ to describe them,” says Vincent Kitirattragarn.

Since the launch of the signature coconut chips, the design system proved not to be flexible enough to extend into new products. Chase helped create a system that can house the full portfolio together while creating enough differentiation between product lines.



Vibrant, flavor-driven colors correspond to the natural color of the flavor represented or by category cues. On the front of the pack, product and flavor ingredients are highlighted, along with the descriptor, ‘Delicious and Modern Snacks’ in a subtle Thai pattern. The back of the pack includes a description of the product and the brand story signed by the brothers along with their boyhood picture with the ‘Mama Dang Approved’ seal.

Product photography is dynamic and vibrant. According to Paula Hansanugrum, Executive Creative Director, Chase Design Group, “We wanted Dang products to look larger-than-life and mouth-watering. We chose a front-facing angle with full focus to capture every nook and cranny of the product and flavor cue. Fun, playful illustrations on the back of pack further tell the product story and off-pack communications bring warmth and a sense of playfulness. Custom animated illustrations were also created for digital use to support storytelling and tone of voice.”






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