Spice Up Your Meals with A Dash of Nostalgia
- Conceptualization & Ideation
- Character Selection & Flavor Representation
- Design Development
Sasa Sambal, a part of PT Sasa Inti – the leading food and seasonings company in Indonesia, sought to create a limited edition packaging collaboration with Warner Bros’ famous animate series, Looney Tunes. Sasa Sambal came to EGGHEAD with the objective: convey its message of diverse flavor offerings while evoking nostalgic childhood joy. Additionally, this project aimed to integrate Looney Tunes characters into the packaging design, reflecting the various spicy levels of Sasa Sambal’s sauce variants.
From Mild to Wild, Exploring The Spectrum of Flavor
This Sasa Sambal x Looney Tunes limited edition packaging collaboration presented a unique set of challenges and opportunities. Soe of the primary challenges were effectively conveying the message of diverse flavor offerings while integrating Looney Tunes characters into the packaging design and evoking joy to all Sasa Sambal consumers. The task required careful consideration of how each character could represent different spicy levels of Sasa Sambal sauce variants, appealing to a wide range of consumers. Overcoming these challenges required creativity, strategic thinking, and close collaboration to achieve the desired outcome of a visually compelling and impactful limited edition packaging collaboration.
A Flavorful Journey with Sasa and Looney Tunes
First and foremost, EGGHEAD team of strategists had to identify which Looney Tunes characters would have a close association with 3 Sasa Sambal sauce variants. The process of ideation and conceptualization began right after our team selected three characters. Tasmanian Devil which is also called Taz for short. He is known for his ferocious and short-tempered personality. Our team determined that it represents the Extra Spicy flavor variant. His character embodies the intense heat and bold flavor suitable for consumers who enjoy extra spiciness in their dishes. The next character that we selected was Bugs Bunny. He is characterized by his smart and charming demeanor, and represents the Mild Spicy flavor variant. His wit and subtle humor reflect the moderate spiciness level, appealing to a general range of consumers. Tweety, the innocent and gentle canary bird, was selected as the character representation for the Tomato flavor variant. His sweet and gentle personality aligns with the mild and family-friendly flavor profile, suitable for children and families.
Once the process of conceptualization and selection of Looney Tunes characters have been settled, the next process was given to our team of designers to develop the design for each selected character to visually represent the flavor characteristics of the Sasa Sambal sauce variants. To bring in the dimension in the Looney Tunes identity, a set of character styles are developed i.e. expressions, movements, and so on. The visual development on the packaging label ensured that the Looney Tunes characters were prominently featured while maintaining coherence with Sasa Sambal’s branding.
The collaboration resulted in: different spicy levels of Sasa’s sauce variants were highlighted, appealing to varying consumer preferences. Nostalgic childhood joy was evoked among wide range of consumers through the integration of beloved Looney Tunes characters. The Sasa Sambal x Looney Tunes limited edition packaging collaboration successfully achieved its objectives by integrating iconic characters with Sasa Sambal's diverse flavor offerings. Through strategic design implementation, the collaboration not only engaged consumers but also reinforced brand identity and market presence for both Sasa Sambal and Looney Tunes.
