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Lee Kum Kee Brand Books
(2025, Shanghai)

Client:
Lee Kum Kee
Agency:
Design Bridge and Paterners
Service:
Brand Guideline
Editorial
Book Binding
Lead-Designer:  
Xiaofeng Jiang
Designer:
Xuyang Hu
Melody
Executive Creative Director：
Ran Lan
Design  Director:
Xuan
Account Director:
Cherie Yao
Project Manage:
Leah  Qin
Account  Executive:
Franky Jiang





Lee Kum Kee is the largest source brand of Asian provides over 300 choices of sauces and condiments to over 100 countries and regions worldwide. 

The brief is to help them establish a consistent structure for all ongoing brand guidelines to trun their brand image from ‘global products’ to a ‘global brand’.

Creating a great brand image is like cooking delicious food: the correct proportion of ingredients and seasonings creates a consistent taste. In that sense, visual elements are the ingredients and by using them we define the brand’s taste(look and feel).