Indian sauce that talks
Spice Mama is a women-owned startup located in the San Francisco Bay Area making addictive chili sauces that are spicy and sweet, combining rich, traditional Indian heritage with the beauty and freshness of clean California cooking.
Our design strategy – to give these exotic chili sauces a brand identity and packaging design that is as loud as the sauces are delicious. We centered the branding around the brand's quality ingredients, using transparent jars to showcase beautiful sauce textures, and paired it all with bold typography and screaming vibrant flavor notes to inspire shoppers to cook more vibrantly.
BRAND IDENTITY SYSTEM
ART DIRECTION PHOTOGRAPHY
We designed a hand-lettered logo and paired it with a colorful and playful brand identity system that is modern, edgy, and sophisticated. The brand takes pride in the quality of their ingredients and the visual beauty of these exotic Indian sauces, so choosing a clear glass jar with custom screen printing further elevates the taste and enhances clear communication on pack while showing off the products beautifully.
The packaging design starts with our simple and hand drawn logo next to loud, descriptive flavor notes to help shoppers make quick decisions in a retail environment. When they see the sauces on the shelf they can immediately identify that it is Spice Mama, and digest the message of how the products can be used in just a few seconds of interacting with the brand.