Tweak was tasked to design a Massel Asian range of stock cubes. It was important to leverage the Massel identity; known for taste and quality, whilst distinctly differentiating the Asian range. Key brand assets were carried over and reimagined to set the tone for authentic asian cuisine. A black masthead with gold asian brush script clearly defines the range and is first in hierarchy. Black was carried through to the bowl with a deeper red wood tone and asian food styling.

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