Sorai Sauces – Flavours of Borneo


The Common, Patchway, Bristol, UK

Creative Agency: Arobase Creative
Project Type: Produced, Commercial Work
Client: Sorai
Printer: Eclipse Labels
Location: Wales
Packaging Contents: Hot Sauce
Packaging Substrate / Materials: Glass Bottle
Printing Process: Digital Print

Sorai is an ethical family business based in the scenic town of Abergavenny, Wales. Sorai’s product range is based on simple recipes that are influenced by the many flavours of Borneo and its gastronomic journeys, created by Bornean native Maria.

Sorai had been trading successfully at market events for a short time but the brand, specifically on packs, needed some love to help take it to the next level. The previous label designs struggled to communicate the impressive origins of Sorai, and didn’t quite capture the special values of the brand.

Arobase initiated an overhaul of the existing brand colour palette, introducing a rich black background which would allow the bright accent colours to pop and also aligned the sauces with the premium products of UK supermarkets. Building on this we created a spectrum of colours across a ‘mild > hot’ gradient. Ranking the products against the gradient provides a clear visual indicator of the heat of the products in ascending order, making it simpler for the consumer to make their choice.

The Borneo origin story was too strong to leave out, so we created a 4 leaf pattern that represents the tropical plants of the Bornean rainforest. This pattern lightly overlays the black background, running diagonally across the label. On the front of pack, each of the four different leaves features in the accent colours of the specific label. This device is to further differentiate the colour of each product, and helps make the subtle pattern stand out without interfering with other elements on the label.

Finally, we added a new typeface to the Sorai armoury. The distressed letterforms communicate the craft of the production and the homemade values of the brand. The typography for each product name was created with freedom. Using a variety of character heights to cater for the different names provided an interesting aesthetic across the range.

The new Sorai packaging hopes to move away from the industry conventions of bold red/yellow warning labels and imagery of flames or skulls and focuses on an authentic story that makes the brand unique.