The creative team designed the overall brand for Apinya Thai Food Co. based on extensive research of Thai cultural design elements and existing Thai food packaging. The brief required that the product be quickly visually recognizable, include references to Thai culture, and focus on details to convey a high-quality product. The label artwork was custom illustrated to reflect a “maximal” aesthetic of Thai design while staying visually balanced.
The octopus character is unique, eye-catching, and real octopus pairs well with the hot sauce itself. A clear label was used to include the bright color of the sauce as part of the design. The octopus’s tentacles showcase the main ingredients and he even has a mouth full of the sauce if you look closely.