Two Create Studio – Sabzu

With more than 30 years experience providing Thailand with ethically farmed and produced food products, NR Instant challenged Two Create to introduce a new range of authentic Thai sauces to the thriving global hot sauce market. With a focus on ethical farming and environmentally responsible packaging, Two Create worked across creative strategy, graphic and structural packaging to deliver an authentic and iconic brand to stand out in crowded refrigerators, supermarkets and restaurant tables across the globe. ‘Sabzu’, derived from the Thai words ‘Saab’ meaning spicy and ‘Zu’ meaning fight, is a range of traditional hot chilli sauces from Thailand. At the heart of the range is a Sriracha sauce, made to the original Thai recipe, this naturally vibrant red hot sauce tastes good on just about anything! There’s also a milder Sweet Chilli and zingy Jaew sauce – a lesser known Thai blend used for dipping, marinating meat and great for BBQ. Sabzu’s ‘No Nasties’ philosophy has been fundamental to all design decisions. The glass bottle is a soft, organic shape like the home grown chillies it contains and thanks to its screw-off cap and dishwasher-safe print, it can easily be re-filled and re-used, a conscious decision aimed at reducing the amount of plastic waste in Thailand. The bottle neck pattern, inspired by Eastern mandala art, also references Sabzu’s unique chilli growing and is green in colour, just like a chilli top. Whilst the simplicity of the typography and pared down branding on the clear bottles intentionally heroes the naturally vibrant, great tasting sauces inside. Two Create’s relationship with Sabzu continues to flourish with exciting new brand extensions on the horizon.