Ken Hom
Ken Hom Cooks… is a range of stir-fry sauces, microwaveable rice and noodles, developed by Westmill Foods under license from Ken Hom, the recognised authority in oriental cooking.

The brief
The task was to create a brand identity and packaging design solution which would achieve the necessary on-shelf impact and consumer appeal to ensure success in the mature and intensely competitive oriental ambient sauce category.

Bryt was appointed some six months into the project after concerns over creative direction at the incumbent agency due to their lack of food sector expertise and knowledge of oriental cooking.

Our solution
Our sector research showed that a strongly differentiated proposition was required, as no brand was driving the Oriental category with products lacked authenticity. Through our consumer research, we found significant goodwill towards Ken Hom and therefore believed that brand had to convey his integrity, authority, personality and reflect the quality and authenticity of the products.

Black labels and confusing graphical cues dominate the shelves in this category, so we focused on creating a confident, contemporary styling with a signature shot of Ken.

The ‘twist’ ingredients in the sauces and serving suggestions on the rice and noodle pouches play supporting cameo roles.

Mixing strong and vibrant colours with areas of calm white space created a modern effect, giving the small jars and pouches stand-out on shelf and making the various flavours easy to identify.

The results
The brand quickly secured multiple retailer listings at launch and has now gained significant market share with 3% market share achieved within two years of launch.

Testimonial
"It has been my privilege and pleasure to work with Eddie Stableford in constructing and expanding my brand. He was not only attentive to details but understood the intrinsic values of a brand. I was struck by Eddie's sensitivity to the various nuances. His advice and work on creating the brand was most invaluable. I also enjoyed working with his friendly and approachable personality which is why I said it was a pleasure working with Eddie. Frankly, I know that we could not have done it without his wise counsel."

Ken Hom, BBC TV presenter & bestselling author