Upcoming · Personal project

ENGMUI 英美

Food with intelligence.

A contemporary food brand with a philosophy born from Singaporean Chinese heritage. ENGMUI is my name, and this brand is personal to me. Say it: eng mwee.

RoleFounder & Creative Director

ScopeName · Identity · Packaging · Product philosophy

SectorFood & drink

StatusIn development

The ENGMUI range of five aromatic sauces

The idea

Flavour as a way of thinking. Sauces built on balance, not just heat, and made to work hard in the kitchen.

The heritage

Amah's recipes, from Singaporean Chinese home cooking. Authentic ingredients, and a tradition that lives on.

The philosophy

SMART FLAVOUR™ sits behind everything ENGMUI makes, from the recipes to the jar itself.

A brand world

Home recipes, origins, a smarter jar, and food made to share. Good food brings us closer.

Smart Flavour™

Smart Comfort

Broths, curries and warming dishes.

Smart Energy

Lighter, energising dishes.

Smart Balance

Sweet, sour, salt, heat and umami.

Smart Ritual

Teas, sauces, broths and sharing moments.

One jar. Three uses.

ENGMUI usage scale and lid that becomes a dipping bowl — A usage scale on every label: dip, marinade, cook. The lid twists open into a dipping bowl. Refill, reuse.

From sketch to shelf

First sketch. A stacked wordmark with a Smart Flavour signature.

DIP with the ENGMUI mark — The mark at work, ready for a range of sub brands.

The first range

Chilli Garlic Aromatic Sauce蒜香辣椒酱
Black Pepper Umami Sauce黑椒鲜香酱
Soy Ginger Aromatic Sauce豉油姜香酱
Szechuan Mala Aromatic Sauce川味麻辣酱
Herb & Scallion Aromatic Sauce香草葱香酱

Coming soon

Hungry for updates?

victoria@stoutbranding.com