Aree Crispy Chilli & Shallot

We were tasked with designing a stand-up pouch for Aree’s Crispy Chilli & Shallot, a crunchy blend of fried shallots, garlic, and chilli created primarily for international markets.The range includes three flavours: Original, Spicy Shrimp, and Tom Yum Shrimp. Each offers a bold, crunchy, and distinctly Thai taste.

We saw Thai identity as a strong selling point, but wanted to present it in a modern and globally accessible way. The design focused on five key objectives:

• Bright colours with strong shelf presence
• A generous sense of ingredients and flavour
• A bold, spicy, and intensely seasoned appearance
• A subtle Thai culinary identity with global appeal
• A clear product-family structure connecting all three flavours

A bright background is contrasted with a bold red, inverted bell-shaped frame at the centre of each pouch. It draws attention to the product name and creates a recognisable visual signature across the range. Chilli, shallots, garlic, shrimp, and herbs surround the frame, communicating generous ingredients and full-bodied flavour.

At the top, a close-up image highlights the product’s colour, crispy texture, and appetising appearance. A subtle tone-on-tone pattern inspired by the traditional Thai Pracham Yam motif adds cultural character without making the packaging feel overly traditional.

Each flavour uses a distinct colour: orange for Original, red for Spicy Shrimp, and green for Tom Yum Shrimp. This makes each variant easy to identify while keeping the entire range visually connected.

Our team also had the chance to taste the final product, and it was genuinely delicious. Tom Yum Shrimp was our favourite, with the full aroma and intensity of classic tom yum. Just make sure your spice tolerance is ready.