Vasinee Food Corporation
Longstanding Food Wholesaler Rebrands for a New Generation
For more than 35 years, family-owned Vasinee Food Corporation (VFC) has imported and distributed food products to wholesale distributors, grocery stores, restaurants, and other food-focused businesses. In that time, it’s become the leading importer of Thai and Asian food on the east coast.
Though product quality has remained the same, a lot can change in three decades, especially consumer expectations of modern aesthetics and convenience. As the family’s second generation began taking over the business, they made the decision to rebrand and redesign the website to meet these expectations.
See below for how we helped them achieve a new look the whole family (and their customers) loved.
Rebranding
The logo is an essential brand element, so we began our rebranding work with this asset. The previous logo, which had been the same since its inception, was informative but outdated. Our aim was to reduce the visual noise while keeping the messaging intact.
A key message was showcasing that VFC was the main importer of Thai Hom Mali Rice (aka Jasmine Rice), so we incorporated a rice patty and rice field into the design of the letter V. The family suggested shortening the name to simply Vasinee. We agreed, as this was more memorable and friendly—most of its customers referred to the business this way already.
Lastly, we modified the logo’s color scheme and carefully selected a font that communicated not only a new look but also a new generation of ownership—yet still maintained the company’s goal of supplying its customers with high-quality Asian food items.
Website Design
With 300+ products for sale, one of the most important changes the website needed was better product sorting and search functionality. In our redesign, we focused on improving search, rearranging the layout, and making the website mobile friendly. We also reorganized content to make it easier for customers to find related information such as recipes, the company’s brand story, and more.
These changes made the user experience more convenient and seamless, which was just what VFC wanted to address the needs of their customers.
