The change marks a significant move away from the brands previously functional design and is part of a wider project focussed on creating a co-ordinated range of assets which will create a powerful and consistent message that reflects how ‘together’ the business is.

The insight gained from spending time with Ming Food’s key stakeholders and visiting its stand at this year’s IFE led Greenwich Design’s team to use a fine balance of B2B sales information that is relevant to the brand’s core audience combines with the softer characteristics expected of a consumer-facing website.

Simon Wright, Managing Director at Greenwich Design, adds, “It has been great to work with such a dynamic and astute local business as Ming Foods which understands the potential that comes from investing in quality communication assets – and there’s nothing more rewarding than providing a client with an asset that they are proud of and enjoy using.”

The website features engaging photography of the products being used in a variety of recipes plus recognisable iconic Chinese imagery, such as woven bamboo, as background to bring the website together. It also gives much more space to company news and the people behind the business so as to build on the brand’s personality and heritage.

CEO of Ming Foods, Sam Duong, said, “I have been really impressed with the Greenwich Design package and their ability to pull together a bespoke team of people who, together, were perfect for the job - from creative and technical staff through to copywriters. They inspire total confidence in what they are doing and I’m extremely excited about the launch which is a pivotal moment in our company’s history.”