CHRIS K.

CK.

Ling Ling

01/
BRAND CAMPAIGN
05/
Ling Ling Potstickers being dipped into soy sauce in a modern kitchen.

Pass
It
Down

SKILLS USED

Graphic Design
Art Direction

Motion Design
Campaign Strategy
Social Strategy

02/
overview
05/

challenge

After holding a significant share of the Asian
frozen food market for decades, Ling Ling was
confronted by a sudden influx of competition for
coveted shelf space. The Japanese-owned company
was confident in the quality and authenticity of their
products, and challenged us to highlight that
advantage.

Approach

We proposed “Pass it down” as a campaign that
could speak to Ling Ling’s authentic Asian heritage in an
inspirational way while also serving as a conversational
call to action around the dinner table.

02/
CAMPAIGN
05/

PASS IT DOWN
CAMPAIGN LOCKUP

Utilizing the brands’ ink drawn “L” from their wordmark as the downward arrow in the lockup created a sense of motion and direction and allowed us to use this as a brand element in the designs. With the authenticity of their ancient dishes at the forefront of the campaign, we took inspiration from traditional Japanese ink paintings and used that as texture within the tagline and headlines.

"Make a meal from the Ming Dynasty" with a plate of potstickers and chopsticks
"Become a mom of legend" with a mom serving her son and daughter Asian cuisine
"A time honored dish in time for lunch." with a bowl of ramen
"Start a new tradition with an ancient tradition." with a group of friends eating Asian cuisine together
A young boy eating an egg roll
A group of friend eating Asian cuisine together
A young girl eating noodles
2 moms preparing dinner in a kitchen
A mom cooking and a daughter dancing in the kitchen
A young boy seasoning his ramen
05/
CREATIVE CREDITS
05

Ling Ling Team

AGENCY → Envoy
exec. CREATIVE DIRECTOR → Ty Lifeset
CREATIVE DIRECTOR → matt garthoff
Design Director → Jacob Irwin
DESIGNER → Chris Kalafatis
Photographer → Chris Ozer

Next Project

Vistria

Vistria

WEB DESIGN

Illustration of the Bean in Chicagonext project image
CHRIS
KALAF a T I S.
CHRIS
KALAF a T I S.

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