Amy Hayes
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Yai's Thai Packaging

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Never a Bland Moment

Yai’s Thai is a fast-growing line of salsas, relishes, and sauces featuring recipes from the co-founder’s fiery Yai (Thai for “grandma”). Their products are made with simple, clean ingredients and fresh Thai flavors combined with a bit of American soul. Since rebranding and launching this updated packaging (designed as a part of the team at Vermilion), the brand has seen over and 300% increase in points of distribution, 250% revenue increase and 400% increase in website traffic.

CREATIVE PLATFORM DEVELOPMENT | PACKAGING DESIGN | ILLUSTRATION

The mood board for Yai’s packaging redesign shows color and textural inspiration from Bangkok’s vibrant Kao San road and Thai textiles. Layout elements echo Thai architectural themes, and the typography borrows the looped terminals seen in traditional Thai calligraphy. A stylized illustration style brings in a contemporary sensibility.

The mood board for Yai’s packaging redesign shows color and textural inspiration from Bangkok’s vibrant Kao San road and Thai textiles. Layout elements echo Thai architectural themes, and the typography borrows the looped terminals seen in traditional Thai calligraphy. A stylized illustration style brings in a contemporary sensibility.

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We evolved the packaging for this new product innovation — a set of healthy grab-and-go bowls. to create a stronger brand statement, we set the logo free from it’s purple circle, and instead integrated the logo and veggie illustrations into a strong, recognizable purple banner that will appear across product lines. The peaked Thai roof remains as a strong graphic element to contain the flavor names.

We evolved the packaging for this new product innovation — a set of healthy grab-and-go bowls. to create a stronger brand statement, we set the logo free from it’s purple circle, and instead integrated the logo and veggie illustrations into a strong, recognizable purple banner that will appear across product lines. The peaked Thai roof remains as a strong graphic element to contain the flavor names.