Pearl River Market
About
Pearl River Deli was a Cantonese restaurant located in the heart of historic Chinatown in Los Angeles, California, famous for making Cantonese comfort dishes more accessible.
Brief
Develop hypothetical packaging and branding for a new packaged food line from a chef or restaurant.
Brand Identity | Packaging
School Project | 14 Weeks
Pearl River Deli
Pearl River Deli, started by Chef Johnny Lee, was a beloved restaurant located in the heart of Chinatown, Los Angeles, known for its modernized versions of Cantonese classics.
What if Pearl River Deli Created a Product Line that Would Offer Healthy, Accessible Cantonese Food for Everyday Home Chefs?
Dining Trends
Appealing to the Gen Z Palette
I asked a few Gen-Z to describe what they are cooking for themselves on a daily basis to see their core values when it comes to food. I then grouped their responses into three main "archetypes."
Wellness Warriors
Enjoys cooking meals with health-conscious ingredients with a focus on nutrition
“Convenient, unhealthy meals don’t make me feel good.”
“My partner and I love grocery shopping. Our love language is picking out fresh fruits and vegetables together.”
Convenience, Nutrition, and Taste Without Compromising on Cost
89% of Millennials and 73% of Gen Z stated that they cooked meals at home (Statista, 2022)
89% of Millennials and 73% of Gen Z stated that they cooked meals at home (Statista, 2022)
Gen Zers view eating and drinking gratifying food and beverages as part of mental wellness (Symrise, 2023)
Foodies love eating out and exploring hip new restaurants on social media.
Fabulous Foodies
“I see meal times as an opportunity to try out new restaurants.”
“I'm not particularly good at cooking so I would rather pay a little more money for pre-made delicious food.”
Looking for health-conscious “instant” food that tastes good with minimal effort
Convenience Chasers
“I don’t really plan out my meals. I tend to lean more towards convenient options.”
“Most of the meat I eat is prepackaged because it is easy to prepare.”
Market Research
Pearl River Deli goods will be sold at Whole Foods, a grocery retailer that has acquired a loyal customer base from their high quality produce. Additionally, their shoppers are predominantly non-Asian but are still seeking diverse flavor profiles, making it a perfect opportunity to step in.
Insights
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Whole Foods did not feature any fresh Asian dumplings or noodles whereas they sold freshly made refrigerated Italian noodles
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Featured more generic names and pictures of freshly cooked meals to appeal to American audiences who may not be as familiar with the ingredients
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Not many options for Asian flavored soup aside from generic "broths" that shoppers may not know what meals to use
Insights
Proposal
Condiments
Appetizer
Main Course 1
Main Course 2
Opportunity
Why not provide healthy, prepackaged meals for at home chefs in a meal kit that would provide convenient access to authentic Chinese food?
Ideation
I explored creative ways to package dry noodles using sustainable materials
What if the packaging could reflect its contents?
Brand Visual Identity
Similarly to the original, I wanted to keep both the Chinese and English name of the restaurant, symbolizing Chef Johnny's new take on authentic, traditional flavors.
Dieline Prototyping
Chili Garlic Sauce
Steamed Dumplings
Wonton Noodles
Soup Boullion Cubes
How can we bring the noodle shape into the rest of the packaging?
Brand Visual Identity
Taking inspiration from the vibrant colors of Chinatown, Los Angeles where the restaurant is situated in.
"Gen Zers easily associate psychedelic colour schemes with mind-boosting ingredients and New Age wellbeing, while bright, clashing colour combinations evoke creativity and self-expression." (GNT, 2022)
Iconography
The illustrative style calls back to the Chinese brushstroke art of the original logo while introducing new elements that represent the new product offerings.
In With the New
Old Logo
New Logo
Final Product Lineup
Pearl River Deli will only source food grade, recyclable and compostable packaging materials that are low-impact and utilize other industrial waste.
Chili Garlic Sauce
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Clear Glass
Steamed Dumplings
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Neenah Folding Board, Natural White, 18pt, 100 PC White + UV Ink
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PAPACKS Moulded Pulp Tray
Wonton Noodles
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Yayyy.co Home Compostable Pouch
Soup Boullion Cubes
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Neenah Folding Board, Natural White, 18pt, 100 PC White + UV Ink
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Neenah Folding Board, Natural White, 18pt, Eggshell + Pantone Inks, UV Offset Printing
Final Product
Website Application
