Kachow Hot Sauce

Design: Rakshita
Location: India
Project Type: Student Project
School: Avantika University
Packaging Contents: Hot Sauce
Packaging Substrate / Materials: Glass bottle
Printing Process: Digital printing

Apart from Kachow being an expression of excitement or happiness, similar to hooray. It is that moment when you hit the optimal spot between sweet and spicy. Hence came the word KACHOW!

Accompanied by fluid and contrasting typography that combines round curves with pointy elements similar to a quality of KACHOW Hot Sauce that is they are a perfect balance of sweet and spicy flavor.

The concept is built upon the effect known as “Bouba Kiki”. The effect indicates that we associate “Bouba” with soft-looking, round shapes, while we associate “Kiki” with spiky-looking, angular shapes. Both “Bouba” and “Kiki” are words without any meaning.

Similarly an association was found between sweet, creamy and fatty foods for “Bouba” that is a fairly round shape and spicy, bitter and citric foods to “Kiki” a jagged shape with spikes. Abstract motifs are used that unconsciously tell the consumers the flavor profile of the sauce from a distance.

Kachow hot sauces are a blend of sweet and spicy flavor.

For a taste that’s a “kick” in your mouth. No one can live without having some Kachow in their life.