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Long Fong

applying global practice locally...


One of the most exciting challenges Cowan has faced in China, as a company with international roots, but local Chinese insight, is how to adapt traditional foods for the 21st century mass market. Dumplings are an archetypal Chinese food, traditionally made in the family home, but as China modernises, traditional ways are changing. 


Adapting an age-old traditional food to the needs of fast-paced urban lifestyles, we used the brand name, which translates to Dragon Phoenix, as the core to the concept. We visually modernised the brand, and created clear differentiation between the budget, mainstream and premium ranges. 


Now found in supermarket freezers nationwide, we feel privileged that Chinese clients with very local products see us as the right partner to combine local insights and a deep understanding of the China market, with the best practices from global design.

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