When it comes to sauces and condiments, there’s a pretty simple rule brands can follow when it comes to marketing their sauces:

Put a cute cartoon character on it.

Now, you likely won’t be watching the money roll in, but it does help engender a friendly vibe for consumers seeing your product on the shelves for the first time. Our October Pack of the Month project, designed in-house by Cabi, a line of Japanese condiments, is an ideal example of this. Not only does it give the brand an approachable identity, but it can even inspire consumers to hit the kitchen and experiment. After all, it’s about injecting a sense of play and fun into our everyday lives.