Lao Gan Ma Label Concept

Concept

Invented in 1984 by Tao Hua Bi, what started out in a humble restaurant in Guizhou, China became the most popular Chinese spicy chili crisp sold worldwide: Lao Gan Ma.

I thought the labels could use a refresh to compete with modern competitors. The goal was to use modern graphics while drawing inspiration from vintage Chinese labels, yet retaining the elements that made the product iconic.

The current packaging with the iconic portrait of Tao Hua Bi. Note the lack of obvious differentiation in between the flavors.

Examples of modern competitors using bright, graphic branding

Moodboard of vintage Chinese labels and other inspiration

Preliminary sketch

The final label designs for Lao Gan Ma’s three most popular flavors.

Cohesive, yet with clear differentiation between each flavor, and keeping the portrait and jar shape.