Background:
Mu Artisanal Soy Sauce (or 'musees') is a Malaysian brand with a focus on crafting artisanal soy sauces for consumers everywhere.
The meaning behind its name is a reference to the French word 'museum', which highlights the idea that within each category of food, every one of them has their own story to tell.
For Mu, it's about preserving a precious heritage of their family's tradition - homebrewed soy sauce.
Challenge:
While the quality of its products were first-grade & made to be of exceptional standards, consumers however, felt that the brand's visual identity did not represent that.
In essence, there was a disconnect between the perception of the brand and the actual value it provided to consumers.
Not only that, but they also had difficulty in convincing professional chefs within exclusive restaurants & higher-end hotel chains to give their products a shot when cooking for their regular consumers.
Solution:
To solve those problems, we had to help the brand set the stage right by presenting themselves in a proper manner first.
This was done so by creating a logo that reflected the value & quality of its products (honor, harmony & authenticity) to strengthen its visual identity.
As shown, the logo consists of several elements taken from the Chinese culture: Koi fishes (harmony), Chinese calligraphy brush strokes & the character 'mu'.
It was then complemented with colors of red & black to bring out a sense of sophistication that's commonly seen in goods of wine, cordials and spirits.
Combined together in a minimalistic manner, it takes its final shape to form the logo that presents the brand as both modern & premium, yet simple and genuine to everyday individuals.
After that, we began adapting the visual identity onto its label for a distinctly attractive packaging design.
Similarly, wine labels were drawn as inspiration to present the products in a manner that communicated sophistication and quality.
Moreover, neck tags were designed to further emphasis the brand's commitment to all its consumers.
Be it a professional chef working in an exclusive hotel chain or an individual looking for the best soy sauces for a simple hearty dish, Mu wanted its artisanal soy sauce to delight customers in every possible occasion.
From there, not only have we helped Mu strengthen its brand perception among consumers from all walks of life, but we have also assisted them in positioning their brand to take on its peers from its industry as well.
Love what you're seeing? Then check out our other projects here!
