Old Country Food

Old Country Food has been crafting authentic Asian cuisine for over 30 years in New Zealand, skillfully blending traditional Chinese recipes with fresh, local ingredients to create unique flavors. The brand’s packaging and messaging, which had become outdated over time, were carefully revamped to better appeal to contemporary food lovers under the new strategy ‘Delicious traditions.’ This update introduced a bold, dual-language wordmark and a vibrant color palette inspired by traditional Chinese fabrics, significantly enhancing its shelf presence. Darker tones are specifically used to represent richer flavors, such as the popular Hāngi Steamed Buns.

The packaging now also highlights key flavor notes and health benefits, alongside practical serving suggestions to guide consumers. Additionally, materials were thoughtfully upgraded to be more eco-friendly, featuring a soft plastic outer layer combined with a recyclable inner tray. The end result is a striking and cohesive brand identity that beautifully celebrates the fusion of Asian and Kiwi cultures.

All images courtesy of Onfire Design.