Melbourne, Australia
Pang Pang Pantry
FATTY BOOM BOOM!
Branding for a modern range of small-batch Asian condiments made for Australian tastebuds.
Our client set out to share an authentic, health-conscious suite of Asian condiments with a discerning Australian audience. Handcrafted in small batches using simple, quality ingredients, the range caters to vegans, vegetarians, and meat-eaters alike. While deeply rooted in tradition, the brand keeps things fresh with bold, limited-edition releases—from XO sauces to umami-packed flavour bombs.
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Pang Pang Pantry
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Scope
Strategy
Brand Strategy
Audience Analysis
Voice & Messaging
Branding
Brand Identity System
Packaging Design
Copywriting
Illustration & Motion
Campaign
Creative Direction
3D Render Motion
Social Media Campaign
We provided a full brand service from concept and naming to copywriting and design. We leaned into it with the kind of bold, authentic, and flavourful execution it deserves. Our brand concept is Fatty Boom Boom. It celebrates that in many Asian cultures, we worship the imagery (and reality) of fat babies. They symbolise a prosperous society, a happy family with plentiful food on the table, and a world without worries. And they’re cute.
Mascots for the brand are two babies, Bai Bai (白白) and Pang Pang (胖胖). Pang Pang is the main character, a constant consumer of the mainstays in the lineup. Bai Bai is a sidekick representing playful variations. Pang Pang is there on all of our sauces while Bai Bai, the mischievous one, drops in now and then to add some extra flavour and mix up the magic. The device adds some fun and helps customers choose their products. Elsewhere in the brand, we drew on a range of nostalgic influences, symbology, and stories to evoke nostalgic memories of Asia and pride in our culture while striking a balance with modern tastes and a general cosmopolitan audience.
