Client: Lady's Choice (Unilever) | Category: FMCG, Food, Spreads, Peanut Butter | Scope: Brand Refresh, Packaging Design, Key Visual System, Food Photography Direction | Market: Malaysia | Year: 2025 | Agency: Laugh Contagious Communications, Kuala Lumpur
The hardest brief in FMCG isn't launching something new. It's refreshing something beloved.
Lady's Choice has sat on Malaysian kitchen tables for decades — a household name with the kind of brand equity money simply can't buy. But the category has changed underneath it. A wave of younger, design-led peanut butter brands has entered the shelf with cleaner aesthetics, sharper storytelling, and an immediate appeal to a generation that judges a jar in three seconds. The brief was direct: modernise the brand without alienating the people who already love it.
Lady's Choice Peanut Butter 2025 — evolving a legacy brand without losing the people who made it one.
Our approach was about restraint, not reinvention. We simplified the design language with confident colour blocking, cleaner typographic hierarchy, and elevated food photography that made the product itself the hero — appetite-led, contemporary, and instantly more shelf-competitive. The refreshed packaging system carries forward every cue of trust that built the brand, while giving it the visual confidence to stand alongside any new entrant in the category. Same brand. Same promise. New generation.
OOH billboard display in Malaysia
On-shelf alongside the new wave of design-led peanut butter — and holding its own.
OOH billboard in MRT station
The instinct most agencies bring to a legacy brand refresh is to redesign everything. That's almost always the wrong move. Brand equity is invisible until you accidentally remove it — and the consumer reaction tells you exactly how much you just destroyed. The skill in FMCG packaging design and brand refresh work isn't knowing what to change; it's knowing what to leave alone. That's the discipline we bring to packaging evolution, brand refresh design, and key visual system development for legacy FMCG brands across Malaysia and the wider Southeast Asia region — modernising the surface while protecting everything underneath that makes a brand worth refreshing in the first place.
Capabilities applied to this project: brand refresh design Malaysia, FMCG packaging refresh, legacy brand modernisation, peanut butter packaging design, spreads packaging Malaysia, food packaging design Kuala Lumpur, key visual system design, food photography direction, appetite appeal design, FMCG brand evolution, Unilever creative agency Malaysia, design-led FMCG agency.
Got a legacy brand that needs to feel current without losing what made it loved? That's a conversation we'd enjoy →
