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Manmi’s Pikliz
Services Provided: Brand Strategy, Naming, Illustration, Lettering, Packaging, Digital Content, Website Design
Take the island nation of Haiti and distill its essence into a condiment that packs a mighty punch. The result? Pikliz. This spicy slaw made from cabbage, carrot and scotch bonnet peppers is ubiquitous among members of the Creole community. But to outsiders it remains virtually unknown.
Pikliz has that secret sauce element which families covet and pass down generations. But as a consumer good, it lacks the elevated packaging required to entice foodies from outside Haitian households. That’s where Asterix Studio stepped in – with a mission to share this cool (and seriously spicy!) bit of Haitian culture with our community.
We put together a mock product launch for Pikliz including food photography, branded illustrations, and a landing page.
Our Approach
With a name as fun to say as Pikliz, we knew that a custom lettering treatment would help this product stand out. Asymmetrical lines with varying boldness mix in with letters that alternate between upper and lower case. The resulting wordmark slants upwards, mimicking a flag that billows on an island breeze.
Our star ingredient, the scotch bonnet pepper, inspires the sunny yellow brand colour. Overlaid on a rustic crème background and framed by palm fronds, the Pikliz packaging transports you to a distant tropical island.
Visual Language
Pikliz is an unpretentious condiment. To convey casualness, we used a hand-drawn crayon texture on the custom lettering. This roughed-up line work carries over to the illustrated ingredients and the birch parchment-esque background of the label.
The rule-bending lettering of Pikliz pairs with Space Mono Regular and Space Mono Bold – a developer font with a formulaic typewriter feel. Yet the result is playful in its roundness. Geometric circles in the typeface make Space Mono inviting, but with enough rigidity to remain legible.
Packaging
Pikliz is more of a scoop-and-serve slaw than a squeeze-and-douse sauce. Hence, we chose a squat, round jar to facilitate easy spoon access. Clear glass was integral to the vessel selection as most customers are new to Pikliz. Capacity to see the product is important for building trust with newcomers.
A circular lid sticker denotes the Manmi’s parent brand and holds the freshness seal in place. A celebration of Haitian heritage, the Manmi’s name nods to the Creole name for mother. Its logo, a royal palm and red Phrygian cap, borrows icons from the Haitian flag.
Interactive
Saucy and audacious, the brand voice behind Pikliz is as piquant as the product. We introduced a provocative hashtag – #SpicyAF – that’s repeated across the @manmis_pikliz Instagram account and packaging. And a visit to its landing page clears up any confusion about WTF this slaw is all about.
Colourful food photography helps educate customers on the uses of Pikliz – a perfect accompaniment to rice and seafood dishes. Branded illustrations supplement the product’s universe which can be used on socials, newsletters and future marketing collateral.
With intentional branding and a sassy brand voice, Pikliz transforms into an adventure for intrepid foodies.
Services Provided: Brand Strategy, Naming, Illustration, Lettering, Packaging, Digital Content, Website Design