Hattakamakarn
Redesigning the branding of the world's first original sriracha sauce from Thailand, while preserving the legacy of the founder's family tradition and heritage.
Duration
3 weeks
Roles
Branding and Visual Designer
Researcher and Strategist
Marketing Strategist
Responsibilities
Market research
Brand and content strategy
Visual Design & Storytelling
Overview
Hattakamakarn, the first-ever Sriracha sauce, was created in Sriracha Town, Thailand, but remains largely unknown. Today, most people associate Sriracha with a Vietnamese-American brand instead.
This was a short, three-week personal branding project I worked on during my master's. I took on this project out of passion for the brand, aiming to preserve its story and legacy. My goal was to highlight what makes Hattakamakarn unique and bring well-deserved recognition to its founders.
The Ask
Hattakamakarn
Hattakamakarn, the world’s first Sriracha sauce, was created by Khun Gimsua, a Thai-Chinese woman from Sriracha. Her son, Khun Lakud, still crafts small batches by hand in Bangkok, preserving her original recipe. The name means "house of handmade," honoring its roots as the original, forgotten Sriracha sauce.
Mission
Vision
Brand Values
Creative Platform
Giving the brand a creative tagline
"Timeless Flavors", the slogan reflects the enduring legacy of Hattakamamakarn sauce, which has remained true to its original recipe for generations. This cherished sauce inspires pride and connection among those who create their own brands based on its timeless flavors.
Visual Designs
The concept
Taking inspiration from how the owners feel so proud of the house that they used to stay in and produce the sriracha sauce since when he was a kid, and in combination with the name "Hattakamakarn" which loosely translates to House of Homemade, we decided to take the house as the central concept of our design for logos, wordmarks, patterns, symbols and packaging!
Key Learnings
More than just visual design
This project has opened my eyes to see far beyond visual designs, and shows the importance of properly understanding the business, strategy and marketing aspects of a project.
Stories are important
A brand is more than just a logo, it contain stories to tell, to relate to. Seeing a brand as a set of stories and values of a business helps me to design deeper, and tell the true stories of the founders.
