CHALLENGE

United Fisheries saw an opportunity to expand into the global retail space through Costco, creating a range of food brands that could appeal to a diverse, quality-conscious audience. The challenge was to develop three distinct yet complementary brands that celebrated cultural authenticity while fitting within a shared portfolio under United’s “Sea Believers” philosophy. Each needed to stand on its own – exciting, credible, and instantly appetising, while connecting to a growing market of consumers seeking quick, flavour-driven meals.

APPROACH

We created three unique brands – Loco Loco, Lucky Boy and Ya Tai. Each designed with its own cultural flavour and emotional energy. Loco Loco brings vibrant, Mexican-inspired street food to life through a playful, energetic identity full of colour and rhythm. Lucky Boy channels the bold, youthful attitude of Chinese street food – cheeky, urban and full of flavour. Ya Tai captures the refined simplicity of Japanese cuisine, blending tradition and modernity through clean, crafted design. Together, they express United’s ability to deliver authenticity and quality with a modern, ready-to-eat convenience that feels real rather than manufactured.

RESULT

The three brands launched exclusively into Costco with strong early engagement from both buyers and consumers. Each range delivers a clear story and strong shelf presence, proof that cultural authenticity and convenience can coexist without compromise.

KEY TAKEAWAY

Distinct brands built on truth and taste travel further. By creating three culturally rooted yet contemporary food identities, United Fisheries extended its reach into a new retail environment while staying true to its purpose – delivering authentic, high-quality food made with care.