Tastale Branding and Packaging
The comprehensive set of our products includes the sauce, the story scroll, and the cassette tape.
The complete product line of our brand.
The “thank you letter” written by the character in the selected story on the side.
Accessory—The cassette tape
The speech bubble motif is prominently featured in various elements, including the logo, the main visual, and even the barcode, reinforcing the central theme of narrative throughout our brand representation. Additionally, we have crafted customized icons for each flavor, adding a touch of humor to our design.
Tastale branding and packaging
Instructor: Justin Colt · Designed in 2023 Fall
This is a group project with Lingjiu Tong and Yining Zhang.
TASTALE (taste+tale) is a seasoning brand that develops its products inspired by famous literature/fairy tales. Our brand strategy is to characterize our products by rewriting or retelling famous literature/fairy tales.
How can the literature/fairy tales be reflected on the packaging and at the same time elevate the value of the products?
Our products have solved the problems in these stories and are solving the problems of our customers in the real world. The speech bubble plays a significant role in our brand identity. Given that our entire brand revolves around the concept of storytelling, we have strategically emphasized the speech bubble to convey this idea effectively. This motif is prominently featured in various elements, including the logo, the main visual, and even the barcode, reinforcing the central theme of narrative throughout our brand representation.
For each flavor, in addition to the illustration on the front of the packaging, there is a “thank you letter” written by the character in the selected story on the side. For example, for the pork-flavored sauce, there is a “thank you letter” written by the Wolf:
Dear TASTALE, Thank you for the Pork-Flavored Sauce you made for me. With this, I will never have to bother with those three crafty little bigs again. I have used the organic sauce to make......
For accessories, we have designed a story scroll attached to the cap, containing the full version of the rewritten story. Additionally, we have created cassette tapes that include the complete rewritten story, along with chef interviews and recipes.