Blue Dragon rebrands to create exciting and contemporary packaging

A new visual identity and packaging for East Asian food brand Blue Dragon has been brought out which looks to ditch its “old-fashioned, clichéd” look for something more “exciting and contemporary”.

The rebrand sees a new blue dragon motif, which holds the brand name within it, against a yellow background.

Orange landmarks and buildings surround the dragon, which aims to be “multi-faceted” and represent a river making its way around various cities, to reflect “the brand’s connection to different parts of East Asia”.

The previous branding saw a brush-script logotype of Chinese-style characters, alongside a smaller blue dragon symbol, encased within a cream-coloured square.

The logo has kept the blue and yellow colours associated with the brand but they are now brighter and less pastel, and the colour palette has been extended across packaging to differentiate products.

The new branding and packaging is currently rolling out in the UK across on-shelf products, marketing materials and online. It will roll out globally later this year.

WHAT IS REBRANDING? Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

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