I did the packaging design for Happy Chef oriental Sauces in my role as Creative Group Head
at Pentagon Communications.
HappyChef, one of BigBasket's private label brands, carries premium quality condiments inspired by international cuisines. They planned to launch a range of oriental sauces which would follow the brand identity of being ‘premium, catchy and authentic-looking’. We chose to move forward with a design which would bring to mind the oriental origins of these sauces, keeping in mind the digital marketplace that is BigBasket, where the packaging on these would need to stand out.
The imagery needed to be vibrant, colourful, yet subtle and elevated. The typography needed to be elegant and sophisticated, without looking elitist. It had to be bold, stand-out and needed to bring its roots immediately to mind.
Here’s how: We decided to make it all about the origins of the sauces. We abstracted the elements on the flags, making them float around the labels, resulting in an eye-catching visual that brought to mind the exotic origins of every flavour present in this range.
