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Without creates cross-cultural brand identity for Kelly Loves
From: Packaging News

London studio Without has created the branding for Korean snack brand Kelly Loves, which recently launched in the UK.

The agency looked to the traditional line drawings and cartoon styles of the East to create a fresh, authentic design language and tone of voice, with Kelly at the heart of the brand story.

Roly Grant, creative director, Without, said: “We decided upon the ‘Kelly Loves’ name as it is completely adaptable and celebrates the fact that founder Kelly is a chef, mum and provider who wants to look after her customers.

“We developed Asian-inspired line drawings of a mother and daughter interacting to bring the brand to life and provide cohesion across the range. The two characters allow us to demonstrate different product attributes – light, healthy, balanced, for example – in an engaging, friendly way.”

Eric Fleurance, business development director, Kelly Loves, added: “The Without team have created a fresh identity and ownable position for the Kelly Loves brand in the Asian food category. Our partners have been wholly positive and can’t wait to start selling the product range.”

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