Kapsi Inspires Brand Confidence In It's Simplicity
by Shawn Binder on 06/22/2020 | 2 Minute Read
We're digging the straight-forward design of Kapsi, a sauce that reveals all it's ingredients in bold Arial font. Utilizing bright colors and not cluttering the label with intense graphic design, the packaging inspires confidence in consumers that what you see is what you get. While most sauce brands allow their labels to be more subdued, Kapsi stands out in it's bright simplicity.
Kapsi, is a roasted capsicum sauce proudly made in Queenstown. Made using capsicums, mustard, tomatoes, vinegar & cloves. All these high-quality ingredients create an unmistakable flavour and texture. That’s why it will become your favourite sauce to accompany hot dogs, pies, fish & chips, toasties, eggs – the opportunities are endless! Do not miss trying it!
The brand concept was to use plain graphic elements, such as Arial typography and bright primary colours such as red and yellow, along with a light blue. This decision responds to the product philosophy: Kapsi is a roasted capsicum sauce, and that is what makes it unique, its simplicity.
We were faithful to the idea of communicating the product clearly and directly in every detail. That’s why we decided to work with the capsicum photography in the foreground of the front label - to highlight even more that the product is a capsicum sauce. The visual identity does not pretend to simulate anything, and at the same time, that lack of ‘makeup’ transforms it into a brand with a contemporary and robust character. To close the concept, we have worked with a small bottle that in turn, is robust. With this decision, what we wanted to say is that the product does come in a small size, but it is powerful.
The resulting visual language seeks to convey a feeling of transparency and straightforwardness. We know that identity, despite its simplicity, is a spotlight on the shelf, since its unusual aesthetic does not go unnoticed.