MEI MEI
PLAY WITH YOUR FOOD
Strategy
Brand Positioning
Visual Identity
Packaging
Design
Tone of Voice
Mei Mei Goods is the retail extension of Michelin-starred chef Elizabeth Haigh's celebrated Borough Market restaurant. Built around a belief that food should be playful, fearless and full of surprise, the brand brings restaurant-quality Asian flavours into home kitchens through a range of premium sauces and ingredients. Drawing on the spirit of experimentation at the heart of Mei Mei, we created a bold challenger brand designed to inspire people to play with their food.
Elizabeth already had built a reputation for creating bold, contemporary Asian food, but the retail market was crowded with brands trading on either authenticity or heat. We needed to carve out a distinctive position that could carry the credibility of a chef-led restaurant while appealing to a new generation of adventurous home cooks. Premium without being exclusive, expert without being intimidating, and authentic without relying on tired category clichés.
strategy
Our audience wasn't looking for another novelty condiment. They wanted products that could become part of their everyday cooking while helping them discover new flavour combinations and unexpected ways to eat. The insight? People don't just want ingredients, they want inspiration.
We built the brand around a bold central idea: Play With Your Food. A platform that celebrates experimentation, challenges convention and encourages people to break free from traditional flavour rules. From messaging to visual identity, every element was designed to make cooking feel more creative, playful and exciting.
visual identity
The visual identity is built around the idea of experimentation. Inspired by the masking tape, labels and handwritten notes found through Elizabeth’s development process, the brand uses graphic tape elements as a symbol of flavour exploration, testing and refinement. They act as a visual reminder that great food rarely arrives fully formed. It evolves through curiosity, iteration and play.
The bold colour-coded system gives each product a clear role within the range while encouraging consumers to collect, combine and layer flavours. Rather than treating sauces as single-use ingredients, the identity reinforces the idea that every bottle is part of a larger toolkit for creativity.
The end result? A range of products that make a playground for flavour exploration.
The final identity has provided Mei Mei Goods with a scalable platform as it expands beyond the restaurant and into retail. By combining culinary expertise with a distinctive challenger attitude, the brand creates a clear point of difference in a crowded category and gives consumers permission to approach Asian cooking with curiosity, confidence and creativity.