Ting's is a mission-driven snack company bridging cultures through delightful, international treats. We love food and believe everybody should have some.
Ting’s Jackfruit Chips
Project Scope: Naming, Positioning, Trademark Development, Art Direction, Brand Identity, Packaging, Copywriting, Campaign Concepting
Tools Used: Illustrator, Photoshop InDesign
OVERVIEW
Ting's was a jackfruit chip brand I founded in 2020 — built from a personal discovery made somewhere between Bali, Cambodia, and Vietnam, and launched in the middle of a pandemic with zero CPG industry experience and a very clear point of view.
The brand went from concept to first retail shelf in two months, landing at BiRite Market in San Francisco before scaling to 80+ doors nationwide including Whole Foods, Erewhon, Foxtrot, Rosauers, TJ Maxx, and Amazon.
As founder and creative director, I built the brand from the ground up— strategy, identity, packaging, voice, photography direction, and every customer-facing asset from launch through final distribution.
THE STRATEGIC FOUNDATION
Ting's was built around a single core belief: "You are the captain of your own life." That belief shaped everything — the audience, the voice, the visual identity, and the reason someone would pick up a bag of jackfruit chips they'd never tried before and feel like it made complete sense. The brand wasn't selling a snack. It was selling a perspective.
THE STRATEGIC CHALLENGE
Jackfruit chips were an unfamiliar product to most American consumers. The brand needed to do two things simultaneously: introduce a new food without over-explaining it, and connect emotionally with a specific type of person who would immediately understand what Ting's was about. The answer wasn't to lead with the product. It was to lead with a worldview.
BRAND ATTRIBUTES
CURIOUS
Drawn to new flavors, new places, new ideas. Always asking why and what's next.
ADVENTUROUS
Not reckless — intentional. The kind of adventurous that books a one-way flight and figures the rest out.
OPEN-MINDED
No food rules. No rigid thinking. Willing to try a chip made from a tropical fruit because it sounds interesting and tastes incredible.