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Asian food brand Kelly Loves has launched to market in Europe, with a brand and packaging identity by London studio Without. Kelly Loves has been created by Korean food entrepreneur Kelly Choi, founder of KellyDeli and Sushi Daily, in a bid to bring wholesome Asian food to Western supermarket shelves and tap into the grab-and-go sector.

The range consists of snack products such as wasabi peanuts, roasted edamame, chilli rice crackers, wasabi peas, and crispy nori snacks. The Without team has aimed to create a brand identity that offers Western shoppers easy access to Eastern flavours.

Kelly Choi said: “We source the highest-quality ingredients, and what we produce is 100% authentic. It was very important that our new off-the-shelf range was brought to market in a way that would be attractive to the modern Western palate, while staying true to its roots.

Roly Grant, creative director, Without, said: “Kelly Choi has such integrity and passion, and we wanted to get that across. We decided upon the 'Kelly Loves' name as it is completely adaptable and celebrates the fact that founder Kelly is a chef, mum and provider who wants to look after her customers. “During the collaboration process, Kelly frequently mentioned that she would only sell what she was happy to feed her young daughter, so this became a central tenet of our approach. We developed Asian-inspired line drawings of a mother and daughter interacting to bring the brand to life and provide cohesion across the range. The two characters allow us to demonstrate different product attributes – light, healthy, balanced, for example – in an engaging, friendly way.” The Kelly Loves range is now available in supermarkets in France, Belgium and the Netherlands, and will go on sale from September in the UK, Italy, Spain, Portugal, Germany, Sweden and Denmark.