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A Dang Good Redesign for Asian-American Snacks

Healthy snack brand Dang is repositioned and redesigned to tastefully emphasize Asian-American roots while infusing fun, playful personality.

Dang Snacks Redesign
Dang Snacks AFTER redesign

Growing up living between New York City and Bangkok, Thai-American brothers Vincent and Andrew Kitirattragarn were used to bringing different types of food to school than their classmates. The love for the food their mother, aka “Mama Dang,” prepared motivated them to introduce these snacks in the U.S. under the Dang Snacks name in 2012. The line comprises plant-based, non-GMO, gluten-free, all-natural products made with whole food ingredients, with its coconuts sourced from Thai family farms.

As the brand continues to grow, the brothers’ goal is now to expand awareness about Asian food culture with their healthier and flavorful snacks. They turned to creative agency Chase Design Group to rebrand and redesign Dang without using stereotypes or dated ideas of Asian culture and identity.

The challenge was to take the current product line and create a cohesive family of products that articulate the “Asian for All” positioning authentically for the modern, mainstream consumer. Chase worked closely with the founders to bring the origin story to life, embracing their Asian-American roots and instilling an irreverent voice.

Say Vincent Kitirattragarn, “We named the brand Dang after our Mom, but our products turned out to be so flavorful and delicious, that we started using the phrase: ‘Dang that’s good!’ to describe them.”

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