East meets west with Asian food line Kelly Loves
Asian food brand Kelly Loves launches in supermarkets across the UK and Europe, with a brand and packaging identity that marries ‘authenticity and accessibility’.
Kelly Loves has been created by Korean food entrepreneur Kelly Choi, founder of Kelly Deli and Sushi Daily. The company wants to bring ‘wholesome’ Asian food to Western supermarket shelves and tap into the ‘grab-and-go’ sector. Its products range from crispy nori snacks to wasabi peas and rice & peanut crackers.
The brand’s look has been created by London studio Without, which said ‘authenticity is the key ingredient’ for consumers buying Asian food. The brand aims to differentiate itself from existing Asian brands, which can be ‘unfamiliar and intimidating’, or ‘dumbed-down Western versions’ that ‘rely on clichés’.
Kelly Choi, said: “We source the highest-quality ingredients, and what we produce is 100% authentic. It was very important that our new off-the-shelf range was brought to market in a way that would be attractive to the modern Western palate, while staying true to its roots.”
