Blue Dragon make ingredients people had in their cupboards without knowing they were Blue Dragon – soy sauce, oil, paste pots, dry noodles etc…

The brand had changed, they’d added product lines and they hadn’t been on TV for years. When they had been on air, their communication was littered with outdated stereotypes.

We created the ‘Keep Exploring’ positioning, along with radically different colourful, rich and vibrant imagery, to modernise the brand and inspire us all to explore and update our home cooking, using Blue Dragon ingredients and meal packs.