Tuber rebranded Jia Yen, a brand of ready-to-eat meals under the JR Group, to help it attract a wider audience. Unlike its original logo that was introduced over 15 years ago, Jia Yen’s new logo is clean and modern to entice younger consumers, while still appealing to an older group of loyal customers.

After studying trends in frozen food packaging, Tuber advised the client to switch from a silver foil packaging to a fully printed stand up pouch. The latter conveys a premium look, supporting Jia Yen’s aim to give customers a convenient way to enjoy premium restaurant dishes at home. After the redesign, Jia Yen’s products have seen increased sales and are now displayed more prominently in the supermarkets, where they stand out from competitors.