Neo Culinary
A design sensibility that reflects people's desire to taste authenticity in these sauces but also, have the flexibility to make the dish a part of their life.
The product packaging was designed to be shelf-ready; to be visually vibrant and have fresh colours which draw the eye. To support this, a radial was used for each design, this draws the eye in and centers it to the product. The radial was tweaked to be unique to each sauce. For example, the classic radial for the two sweet dishes, the radial in the Chilli Garlic sauce was deep red, curved and fluid denoting the radiating heat because of its spicy flavour, the Schezwan sauce had a more structured radial with sharp and defined edges to communicate the sharp notes — crunchy, spicy and tangy flavour. At the centre of the radial lies a unique badge for each product name. Using inspirations like Indian truck type, handlettered typography, match-box designs and chinese propaganda posters to build quirky, authetic and regional connection with the products. Adjectives, striking colors and emotive type support the flavor-filled notes of each sauce. The product values were supported with unique badges made for pharses like, 'Easy and quick,' 'Ready to Eat,' 'Ready to Cook.'
Bringing culture to the table
In this collection
