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 packaging, needed some fresh ideas 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.
We overhauled the existing brand colour palette, creating a spectrum of colours across a 'mild-to-hot' gradient. This creates a clear visual indicator of the heat of the products, making it simpler for the consumer to make their choice.
The Bornean origin story was too strong to ignore, so we created a 4 leaf pattern that represents the tropical plants of the Bornean rainforest. 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.
Finally, we added a new typeface to the Sorai armoury. The distressed letterforms communicate the craft and 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.