Chinet
Bringing a New Generation to the Table
The Challenge
Since the 1930s, consumers have counted on Chinet for banquets, barbecues, and everyday meals. But by 2020, the brand was losing ground with younger shoppers. Private label competitors were closing the quality gap, and a fragmented design system made it difficult to identify and select the right product at shelf. Chinet needed to maintain its premium perception while communicating value and versatility to a generation that preferred casual, spontaneous gatherings over formal occasions.
Our Approach
Kaleidoscope began with deep brand immersion and consumer research to understand how younger audiences related to hosting, entertaining, and the role everyday disposables played in their lives. Design exploration focused on contemporizing the visual system without abandoning the brand equity Chinet had built over decades. Every design decision was tested against two objectives: make the shopping experience clearer, and make the brand feel worth it again.
The Impact
The result was a fresh, unified visual identity across the full Chinet portfolio. Modernized brand visuals reflected the way today’s consumers actually live and entertain, simplified the shopping experience at shelf, and reestablished Chinet’s relevance with a new generation of buyers without alienating the loyal base that built the brand.
More Work
MARS Excel
Packaging Design · Consumer Research · Design System
A Gen Z-targeted redesign for MARS — 40 SKUs, bilingual compliance, and a scalable design system.
RXBAR Layers
Packaging Design · Design Architecture · Brand Identity · Packaging Prototypes
A brand extension that retained iconic equity while slimming the silhouette for a new indulgent line.