UMMI: Reinventing MSG

2024 BRANDING MARKETING PRODUCT DESIGN

how do I use packaging and marketing to put MSG in the kitchen of every cook (just like salt and pepper)?

PROJECT DESCRIPTION

"Ummi: Reinventing MSG is the amalgamation of my identities as a Chinese American and a home cook. I have always noticed large and bright “NO MSG” signs in front of Asian restaurants in the western countries to show people that their food is “safe to eat”. However studies have shown that the seasoning itself is not dangerous at all, at least no more than salt and sugar. The 'NO MSG' signs unintentionally advertise a xenophobic narrative that lies in the root of people’s subconscious, a subtle hostility towards Asian culture. 

The goal of this project is to rebrand MSG as the safe and delicious seasoning it is, meanwhile tackling the racism that goes with MSG and Asian culture."

ummi would be heavily relied on social media marketing based on our target demographic of older gen z and younger millenials. 

our mission is to use social media and print media to challenge racial stereotypes by sharing diverse stories through food and recipes. We aim to highlight the unique traditions and perspectives that shape culinary heritage while fostering meaningful conversations and understanding. Through visually engaging content and thoughtful storytelling, we celebrate food as a bridge that connects people and cultures worldwide.

Style Guide: scroll to see

about
i'm cindy cao. as an interdisplinary artist, i like to work with all different types of mediums. whilst my professional work is in branding and marketing design, i like to bring in knowelege from all of my past experiences when creating projects that connects with people.
i am constantly intrigued by the connections  between humans and communities.

how can you do your part in making the world a more interesting place? 

@cindy_cao_

cindy@cindycao.com