DDUMBA DDUMBA
2024
DDUMBA DDUMBA:Say it with us!
Info:
Naming
Custom Wordmark
Bottle Design
Packaging
Visual Identity
Brand Strategy
Brand Narrative
Custom Wordmark
Bottle Design
Packaging
Visual Identity
Brand Strategy
Brand Narrative
Team:
Creative Direction: Ritu Pandey
Brand Strategy: Janhavi Arora
Brand Design: Megha Garg, Ritu Pandey
Bottle Design: Ritu Pandey
Copywriting: Sripallavi Ranganathan
The percussion of Hasharashasha. It is biology botanics.
Hot sauce has always been about bravado. Skulls on labels. Flames on bottles. A warning disguised as a dare. But in the clamour of screaming Scovilles, something’s been lost: the quiet wisdom of spice making. And few are wiser than ‘peri-peri’,'pepper','pimiento'! So when we put Korean fire in an Indian bottle, we didn’t just want you to sweat. We wanted you to listen. To the thump and the afterglow, in and out. A reminder that vulnerability, tears in your eyes, nose
running, lips tingling, is the most human thing we share.
An attempt at disrupting the shelf. While other bottles shout, we say ‘oi’ in words, but like a sound! While others flex mascots and mascots flex abs•, we drew on the korean painters Dansaekhwa philosophy as well as the patient wisdom of traditional Gochujang makers, in balance & repetition. Then we let it bleed into a brand strategy, bottle making, and identity design like a well endured pepper experience.