Indonesia loves ABC Chilli—but its competition was starting to look ‘spicier’ on the shelves. The brand’s packs needed a makeover…but one that didn’t change what Indonesia loved about it. Our design challenge was to heighten ‘spiciness’, while changing as little as possible about the iconic brand’s packaging.
This project is a case in point of the power that semiotics brings to designing visual collaterals like packaging, especially to nuancing them for maximum impact!
Indonesia loves ABC Chilli—but its competition was starting to look ‘spicier’ on the shelves. The brand’s packs needed a makeover…but one that didn’t change what Indonesia loved about it. Our design challenge was to heighten ‘spiciness’, while changing as little as possible about the iconic brand’s packaging.
This project is a case in point of the power that semiotics brings to designing visual collaterals like packaging, especially to nuancing them for maximum impact!
