CHINET

Bringing a New
Generation to the Table

Since the 1930s, consumers have counted on Chinet for their banquets, barbecues, and everyday meals. But in 2020, the brand came to us with a challenge: it wasn’t seeing the same replacement of core consumers as it once had. Facing threats from private label brands and a disjointed design system that made identifying and selecting the right Chinet product difficult, our challenge was to maintain the brand’s high perception while communicating its value and versatility to a younger audience that preferred more casual, ad hoc get-togethers. Following deep immersion, design exploration, and consumer research, we delivered fresh, contemporized brand visuals across the portfolio that reflected the modern consumer’s lifestyle, made shopping easier, and proved Chinet was still “worth it” after all these years.