Taste Me Mama is a new-to-market range of Ghanaian chilli sauces.
April, the founder of Taste Me Mama, had been making her chilli sauce in small batches for family and friends over the last couple of years. Everyone loved them so much April decided to sell them in supermarkets. This is where we came in.
We were briefed to create a story-telling identity for this new and unique brand of table sauces that are made to an old recipe, passed down through generations of a Ghanaian family. Our biggest challenge was to ensure maximum stand-out in an already saturated section of the supermarket. This would be key in encouraging the consumers to break their behavioural habits and purchase a new and different product.
Surprisingly, with only a handful of exceptions, the sauce section of the supermarket shelves is uncharacteristically bland. Competitor’s brand identities don’t match the vibrancy of the product inside the jars. This presented us with an opportunity to create disruption with a different, punchy approach. Our response was to create an illustrated look and feel for the brand. This, combined with the carefully selected typeface, pattern and texture, hints at the handmade nature of the product, whilst the use of African animals brings to life the product’s roots.
Our Creative Director, Paul Farthing, added: “This is an exciting time for Taste Me Mama. After a successful launch into a major supermarket, we hope to see the product take a major share of the market, which will be followed by more product launches in the Summer of 2018. We have no doubt that there are even greater things to come.”
The overall result is a bold, relevant and eyecatching brand, and crucially, one that popped off the supermarket shelves. The branding aims to connect with chilli sauce customers, encouraging them to give the product a try as well as giving the product a mainstream appeal. The trio of flavours create a ‘series’ that are attractive enough for the consumer to feel encouraged to collect and buy all three. A feast for the eyes every bit as much as the tastebuds.