Preserve What’s Real, Translate What’s Relevant

Not all design translates. Most international brands want a spot in the American household, and Interact Brands helps them earn it.

We’ve learned that bringing something new into consumers’ lives isn’t about translation, it’s about connection. When you’re introducing an unfamiliar flavor, format, or behavior, design becomes the bridge between novelty and normalcy.

Our work with international and cross-cultural brands has taught us that how something shows up matters just as much as what it is.

When we partnered with Calbee America we brought Japanese snacking culture to the U.S. through a design system that blended Japanese craft with American snacking cues: bright, bold, and irresistibly familiar. “Asian-style chips” became an invitation to explore, not an education in difference.

With Hodo, we helped tofu shed its baggage. Dropping “Soy” from “HodoSoy,” we transformed a niche product into a national one. The redesign helped drive a 50% sales lift and took Hodo national in Whole Foods, and the brand was recently acquired by Calbee.

And with Deep Indian Kitchen, we gave legacy and love a modern appetite. By pairing vibrant food photography with confident language, we helped move Indian cuisine from “once in a while” to “everyday favorite.” They now have over 50% share of the frozen Indian food market.

Across these projects, a few design principles stand out:

- Challenge the category, not the consumer. Use familiar cues to earn trust, then layer in education and excitement.

- Preserve what’s real. Translate what’s relevant. Cultural authenticity resonates most when it meets consumers where they are.

- Design for discovery. Approachability isn’t about toning something down, it’s about giving people a reason to lean in.

When authenticity meets appetite appeal and intrigue, design becomes the universal language. That’s what we do best.

At Interact Brands, we don’t just help international brands reach the American shelf. We help them belong there.