Umami Mayhem

product packaging (spec)

Umami Mayhem is a spec sauce brand combining an all natural angle with a loud and proud voice. The brand responds to shoppers who find many store-bought sauces too sweet, differentiating itself through both its flavor profile and its energetic branding.

I curated Umami Mayhem's messaging to connect with a subset of consumers who prefer brightly-flavored sauces to sugary ones, and to grab their attention in the grocery aisle with a personality as vibrant as the sauce's taste. The product packaging expresses a commitment to tanginess and uses a punchy, comic-themed tone unlike the homey, heritage branding of other sauces on the shelves. Umami Mayhem doesn't ask for trust in recipes passed down for generations. It just knows there are people out there who share its tangy taste preferences and get its message.