With nearly 1,800 restaurants around the world and over 25,000 employees, Panda Express is the pioneer and undisputed leader of the American-Chinese food category. Despite consistent domestic and international growth over their thirty-two year history, Panda Express needed to modernize their brand in order to remain relevant among a younger, more global audience.
Studio MPLS was charged with leading this initiative by reimagining every visual element of the brand experience, assimilating and mobilizing Panda’s family-owned values through a strategic overhaul of their verbal and visual positioning. The result of this two-year (and counting!) partnership is a reinvigorated brand that more accurately reflects and conveys the vibrancy, happiness, and sincere care for all people found at the core of Panda Express.