Rungroj Fish Sauce Company Limited is a company located on the eastern coast of Thailand, with over 60 years of experience in producing fish sauce. In response to changing consumer behaviors, with a growing interest in health-conscious food, Rungroj has decided to launch a new line of healthy sauces under the brand TOP KITCHEN. The logo features a clever design element where the “O” in “TOP” is stylized to resemble the Thai numeral “1”, conveying the meaning of “top-notch” and “number one” in both English and Thai.

Initially, the company plans to launch three products: Fish Sauce, Sweet Chilli Sauce, and Spicy Thai Salad Dressing, all centered around the popular KETO diet concept in Thailand. The KETO diet focuses on reducing carbohydrate and sugar intake, which also benefits individuals with other health concerns. Highlighting “KETO” on the label makes it easier for consumers to identify suitable products.

The packaging design highlights two key aspects. Firstly, the products are aligned with the KETO diet concept. Another key design element is showcasing that these sauces contain 0% sugar, achieved through creative illustrations. Each product features a hand-drawn design where ingredients related to the sauce form the numeral “0”. For instance, the fish sauce features a stylized fish forming the “0”, while the Sweet Chilli Sauce uses illustrations of chilies and garlic to create the “0”, and the Spicy Thai Salad Dressing uses images of lime, chilies, and garlic to form the “0”. This design approach helps consumers visualize and understand the key ingredients of each sauce clearly, adding an extra layer of appeal to the packaging.

The design style emphasizes vibrancy, flavor, and modernity, while incorporating local character in a balanced manner, reflecting the company’s personality.