Miso Tasty were in an exciting phase of growth and aiming to attract and enter the major retailers and supermarkets – whilst also increasing their direct to consumer offering.

After researching where the brand sat in the ready meal and convenience category – we identified that although demand for Asian foods in the UK was growing – consumers still needed to be guided in their buying decisions and feel confident and inspired in their cooking.

We developed the brand proposition ‘Take A Taste Trip’ – making authentic Japanese home cooking simple, fun and accessible.

We created a new identity system and graphic toolkit for Miso Tasty helping consumers engage with the brand and Japanese food.

From understanding the different thicknesses and types of noodles with the use of illustration, to quick and easy fun cooking symbols – to emphasize the ease of cooking and to ‘de-risk’ the brand.

We then created packaging for Miso Tasty across their full product range, and also created an e-commerce website, brand book and more.

Following the brand redesign Miso Tasty secured and retained further listings in major grocers and retailers including Tesco, Sainsbury’s, Waitrose, Ocado and more.

We continued to work with Miso Tasty as their agency of choice – developing the brand and continued innovation in new production ranges across multiple categories from ambient to chilled.

Want to find out more about our work with Miso Tasty or have a food branding or packaging design project you’d like to discuss? We’ve been building food and drink brands big and small for over 20 years!