TamJai Mixian Brandbook

Spice Up Your Day!

Overview

Tam Jai Mixian has become a vibrant part of Hong Kong's culinary landscape, captivating food lovers with its delectable noodle dishes. With a rich heritage and a loyal following, the brand is now ready to take the plunge into international waters, aiming to share its beloved flavors with Australia.

Having already established a presence in China, Singapore, and Japan, this expansion marks an exciting new chapter as Tam Jai Mixian merges with Tam Jai Sam Gor to create a fresh brand identity that resonates with a global audience.

As Tam Jai Mixian prepared for its Australian debut, a significant challenge emerged: crafting a cohesive brand book that would bridge its established identity and appeal to a new market. The goal was to create a brand presence that felt both familiar and distinct, ensuring that the new brand would not stray too far from its roots while also enticing local consumers.

Challenge

 With a fresh region to consider, we needed to design a brand book and conduct a photoshoot that highlighted the products and introduced them effectively to Australian diners.

Solution

We emphasized a clean, modern aesthetic for Tam Jai Mixian, utilizing a bold and vibrant green and red color palette to create a visually appealing brand book. This design builds upon a well-thought-out system that incorporates their existing assets and layout designs. Centered around the tagline "Spice Up Your Day," the brand book features elements that resonate with the Australian market. The photography captures a clean, youthful vibe, enhancing the brand's Western appeal and ensuring it aligns with local tastes.

My role involved close collaboration with the copywriter and design director to layout and design the brand book, as well as assisting with the photoshoot.

Implementation & Results

As a result of our efforts, Tam Jai Mixian successfully launched its first franchise store in Melbourne, Australia, on November 28, 2024.

The store has quickly become a hit within the Melbourne community, marking a promising start for the brand's expansion into new markets.

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