SAM'S SWEET CHILI

branding + packaging concept for a new american-based chili company with thai roots.

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i took a minimal approach to the logo, defining the brand using a lightweight sans-serif in order to stand out on grocery store shelves among busier, neighboring products. the stacked shapes on the right are a simplification of the color blocks found on the thai flag, paying homage to the brand's thai origins.

 

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each flavor of chili sauce has its own unique identity to be easily identifiable and memorable. i wanted to take the brand in a new, playful direction, thinking beyond commonplace iconography typically associated with spicy products :)