White Bear Studio's challenge was to create an unforgettable and vibrant brand, one that would be instantly recognisable. It needed to evoke the energy of traditional Asia but appeal to a more contemporary adventure seeking Western audience.
White Bear's design inspiration came from researching Asian heritage; it was during this research they discovered that each Asian country has a national Dragon. As each flavour was based on the great tastes of China, Japan and Thailand this concept married superbly with the brand story. The perfect metaphor for an Asian hot sauce that awakens your taste buds and fires up your senses.
Creative: Martyn Garrod, Kelly Mackenzie