redesigning the packaging design of Sambal Kapten, in order to expand its market penetration. by means of creating a package design which appeal to broader costumer.

we start by hearing the story of the brand. 

the owner which was a tourist ship captain, in the time of the pandemic had to find another way to make a living. and he begun making and selling fish and squid chili sauces. 

the second step is redesigning the logo to communicate the message and story of the brand more effectively and clearly. 

this was done by combining the silhouette image of the chili and ship. to signify that this  chili sauce brand was made by a ship captain.

Classic Illustration + Native Pattern

the classic style illustration which was found on many old maps, and many other sea-related business, was chosen to help shape the image of the brand. to have a strong relation to the sea. 

and then combined with the native pattern of East Nusa to communicate to the costumer that this brand was East Nusa origin. and so does its raw ingredients. especially the species of the squid, which can only be found in three spot of all the area of East Indonesia. 

the native pattern was picked from one of the many pattern design of East Nusa traditional weaving clothes