Rice crackers for ABC’s.
Brand Identity // Packaging // Hand-Lettering // Copywriting // Naming // Digital
The ask: Create a boutique product sold to a niche market expecting something different and unique.
The solve: I chose guo-ba (锅巴), a crispy rice cracker I loved from my childhood living in China, targeted for the niche market of ABC’s (American-Born Chinese). I named it “Baji Baji” (巴唧巴唧), similar to “nom nom” in Chinese.
I used color sparingly – a classic Chinese red and kraft paper yellow for nostalgic vibes, and created a bilingual, custom-made logo that feels fun and crunchy. I merged traditional and retro graphic elements into an individualistic statement that feels uniquely Asian-American.
Inspired by the fun presents found in my childhood snacks, each box comes with a collectible card featuring a Chinese proverb easily injectable for every day conversation. What better way to empower ABC’s to reclaim their mother tongue than delicious snacks from the motherland?
