SOS

SOS - Spicy Haitian Salsa - Branding, Package Design, & Case Study

Task: I was hired to develop a brand and packaging design for new salsa company based out of Haiti. They had three different salsas and were interested in collateral items as well. They were looking to start with a small batch with an expensive feel. They wanted something that stood out versus something a little more practical.

Attributes: Organic, High-End, Handcrafted, Bold, and Haitian Inspired

Development: As I began my research stage I was incredibly inspired by the culture of Haiti. Specifically, the textiles, patterning, bold color choices, unique food ingredients, and hand crafted artistic elements. As I read about Haitian cuisine, I discovered sauce is arguably the most important part of the dish in Haiti. It’s what contains the signature bold flavors Haiti is known for. I then did a bit of research on language of Haiti (Haitian Creole) because I wanted to incorporate that into the name. When I learned the word for sauce in Haiti was Sos I immediately knew this was the perfect choice. To Haitian Creole speakers they would know this was sauce right away and to English speakers it would look like S.O.S which would be a cheeky way to play up the spiciness as well as the Caribbean paradise/lost at sea vibe.

With the name Sos in mind, I began working on the logo. The actual ingredients of the salsa, which included fruit and veggies specific to the Caribbean/Central American region, inspired me to replace “o” with their shapes. I ended up with a cross section of a scotch bonnet pepper (a spicy orange pepper) as the “o” but didn’t want it to be so obvious. I chose and customized the typeface for the rest of the logo because I thought it was bold and funky and went well with the pepper shape. I then chose typeface to do the majority of the typography as it was more legible but still fun and paired well.

I wanted to keep the color palette on the warmer end to keep up with the salsa being spicy but I also incorporated some green to play up the organic attribute. With the addition of color the pepper in the logo became a little more ambiguous and I enjoyed that.

To begin with the packaging, I wanted to find a glass jar that would allow a decent room for the design as well as give it a high quality look and showcase the salsa itself (and maybe give off a message in a bottle feeling). I found these (http://www.hobbylobby.com/Crafts-Hobbies/Glass-Crafting/Glass-Containers/240mL-Clear-Glass-Jar-with-Cork-Lid-Wood-Spoon/p/41321-GU0802) awesome little food safe jars that came with a wooden spoon. The spoon added a great hand crafted quality to my original plan of a simple jar.

After finding the perfect jar, I searched for textiles similar to those of Haiti and played with wrapping them around the jars. I also played around with many different illustrations. Keeping with wanting to showcase the ingredients and give off a handcrafted feel, I decided to cut the shapes of the different ingredients out of paper. I then decided the rectangular fabric wasn’t allowing me to see the bold colors of the actual salsa enough so I scanned the fabric and shapes in to make a die cut shape that would allowed for more space in the front of the bottle and less around the sides and back. Once I had a solid foundation of where I would place the design itself I incorporated the typography, descriptions, and other content to complete the label design.

I felt I was on the right track but it the design still needed more to give it that bold and high-quality feel. While doing my research in the beginning I read about which sauces paired well with the different types of meat. I decided to add a tag that would show consumers what to pair it with since it is an exotic salsa. On the outside of the tag I displayed the animal and the back of the tag a little description. I also added a seal to the cork and laser engraved the cork and the spoon to tie it into the design and elevate the quality. This really pulled it all together.

After approving of the overall design I went on to make a few different collateral items for the company including a small motion graphic advertisement for in store displays, trade show posters, and a fun interactive mailing advertisement.

Outcome: The final identity, packaging, and collateral designs highlight the brand attributes throughout each item. The color green and ingredient illustrations pay tribute to the organic attributes; the glass jar and etched detailing give it a high-end look; The hand cut shapes and typography gives it a handcrafted quality; The bright color pallet, fun logo, and detailing sets it apart to make it bold; Additionally, the overall design really reflects my choice to fully embrace Haitian culture through every aspect of this design.