Client: Marathon Packing Corporation
Project: Heavenly Chef — Logo & Packaging Rebrand
Marathon Packing Corporation of San Leandro, CA engaged me to refresh their Heavenly Chef brand, evolving it from its roots in the Asian grocery market toward a more upscale gourmet audience. The project included a full logo redesign and premium packaging concepts, positioning the brand for specialty retailers such as Sur La Table, Whole Foods, and Nugget.
The updated identity emphasizes elegance and quality, balancing heritage with a modern, sophisticated look to appeal to a broader audience.
The Original Brand
Heavenly Chef’s original logo reflected an earlier era of the brand and was created for a niche, value-driven retail audience. While the products—essential Asian condiments and cooking oils used across a wide range of Asian cuisines—were foundational in the kitchen, the visual identity felt dated and did not reflect the growing relevance or scale of global Asian cuisine in the U.S. market.
The Challenge
Reposition the brand to align with the expanding, multi-billion-dollar Asian cuisine category and appeal to a more upscale gourmet audience, while preserving the authenticity and cultural credibility associated with its products.
The Result
A refined logo and packaging system that elevates the brand’s perception, presenting Heavenly Chef as a modern, premium offering suited for specialty and gourmet retail environments—while honoring the versatility and cultural importance of its products.
Conceptual Bottle Application. Artist's Rendering
Conceptual Bottle Application. Artist's Rendering
