Dang Foods is an Asian-inspired natural snack brand, the original coconut chip company, and the leader in its category. However, as the market was becoming more crowded, Vincent Kitirattragarn, the founder of Dang, asked Hatch to develop a new visual ID and packaging that would entice and excite consumers, taking them on a journey to try street food in Thailand, or nibble on a fresh coconut in Vietnam.

Hatch looked at two trends to guide the strategy of the re-design. First, consumers are looking for experiences in every part of life, especially through food. They see food as a way to experience authenticity when traveling, and as a way to be adventurous at home. Second, consumers are focusing on a holistic version of health that encompasses the physical, emotional, and mental. They want to be able to indulge in a healthy way, and seek novelty or experimentation to fulfill both the functional and emotional aspect of snacking. Snacks need to have ingredients they can pronounce, and should come from inspiring, relatable brands.

Using these insights, we put a stake in the ground: Dang is the gateway to experimenting and enticing people to try new things and create Dang-worthy moments. Dang makes the best snacks inspired by Asian foods, providing a uniquely extraordinary take on familiar foods to create out of this world delicious snacks for the globally-minded tastemaker who actively and consciously wants to experience life in all forms, especially through food. It does this by using real, whole food ingredients that are vegan, non-GMO and a good source of fiber, providing satiation, enjoyment, and pride.