A brand that likes a little chaos!
When a reserved, Michelin-rated chef came to me with the idea of packaging his famous sauces, I was intrigued with the path this brand would take. There are a LOT of sauces out there. What would make this one stand out?
Upon the first phone meeting, I realized I was speaking to someone with an inner child that likes to stir up a little trouble.
His idea was to bring classic Indian cooking to the home chef, so the brand needed to be elevated but still simple and approachable. They were excited when they finally secured the name – MONKEY MADNESS – because the monkey is a mischievous icon that represented the fun personality of their brand.
With that in mind, I started with the style of the monkey to bring in the cool factor to the brand design. I wanted it to look like a modern asian stamp. Hand-drawn type and borders enhanced the small-batch quality of the brand. Keeping in mind the inner child of my client and the mischievous nature of a monkey, I decided to create splash elements that would be placed randomly across the packaging which goes naturally when you cook with sauces. It also added that YUM factor because who doesn't drip when you are tasting a sauce!
