Lao Gan Ma Label Concept

Concept

Invented in 1984 by Tao Hua Bi, what started out in a humble restaurant in Guizhou, China became the most popular Chinese spicy chili crisp sold worldwide: Lao Gan Ma.

I thought the labels could use a refresh to compete with modern competitors. The goal was to use modern graphics while drawing inspiration from vintage Chinese labels, yet retaining the elements that made the product iconic.

The current packaging with the iconic portrait of Tao Hua Bi

Moodboard of vintage Chinese labels and other inspiration