Mr Bing Brand Guide

Mr Bing is a hot chili crisp condiment created by two American students studying in China. We revamped their existing brand architecture so it stood out in crowded category, infusing the founders’ quirky personalities and brand etymology into a social-forward campaign with graphics that evoked food truck culture’s raw, graffiti look and feel. Brand styled royalty-free photos were a budget friendly image solution. The final deliverable was a turn-key styleguide that included patterns and shapes, a streamlined logo with lock-ups, templates for social, custom type treatments, tactical templates. A robust portfolio of headlines and soundbites enabled the client to create tactics as needed. OUTCOME: Brand recognition resulted with sales of the product increasing ~300% in the past year.