Zhu Yu

Møsabi is a food CPG business selling Chinese Leaf Lard, a beloved traditional cooking fat essential in everyday Chinese and Sino-Asian cooking. Leaf Lard, or Zhu Yu, is different from regular lard - it comes from a very specific part of the pig and is rendered in a very specific way. It is very mild and neutral in taste, and snow white in color.​

Though a very common product in China, Zhu Yu is almost impossible to find in the US. This Leaf Lard will be marketed to Chinese-born audience currently in the US as well as first-generation American-born Chinese who know about the product from their parents.​

Because the target audience will be familiar will most likely be Chinese-speaking, the client was interested in experimenting with very little English on the label. And because of the pure and creamy-white nature of the product, we also explored designs inspired by beauty products

Moodboards