Branding and Stationary
FMCG (fast moving consumer goods)
Neema is an exciting new hot sauce range using traditional African recipes from Kisangani in northern Congo. Rose, the founder, wanted to inspire consumers with her various takes on Congolese condiments, making ample use of the scotch bonnet and green bullet chillies. The product itself comes in three varieties, including African Scotch Bonnet Chilli Sauce, African Green Bullet Chilli Sauce, and African Scotch Bonnet and Ginger Chilli Sauce.
Currently the product is marketed online, through Fortnum and Mason’s of London, and is attracting interest from a major UK supermarket chain.
Hearts and Minds were approached to work on the branding and packaging of the product. We firmly believed in creating a brand which moved the sauce away from the traditionally busy/young colour palette used by most hot sauces, and towards a more grown up, elegant design. We wanted to nod towards the African provenance of the sauce, without going too over-the-top with references. The price point of the sauce is higher than most, and as such the branding and packaging needed to suit higher-end retailers.
The colour palette chosen is black and gold, with red, green and yellow secondary colours. This combined with a mix of sans-serif logotype and serif headline provides a bold, contrasting look and feel. The pattern subtly nods towards African heritage whilst the flower mark above the logo is augmented from the traditional African symbol for unity and harmony. The logo itself is printed in a metallic gold foil, which catches the eye, whilst the jar is made from glass with a gold printed lid.