About This Project
A contemporary rebrand of the iconic Ajinomoto MSG, a bold, cheeky, and flavor-forward revival for a new generation. This project repositions MSG as a proudly modern pantry essential: honest, misunderstood, and absolutely delicious. The concept was to transform the stigma surrounding MSG through playful storytelling, vibrant visuals, and a voice that’s equal parts science and magic.
A street placement ad that reframes UMAE as more than seasoning. By putting it in a public, high-impact space, the design sparks curiosity and positions the brand as confidently as its flavour.
