LOUDER
Positioning / Naming / Brand Identity / Packaging / Writing / Photography / Website Design
LOUDER is a small batch chilli oil handmade locally in Wellington. Its blend of aromatics, sichuan peppercorns and toasted sesame adds a lift of flavour, warmth and spiciness to all dishes.
Focusing on big flavour, not just big heat was the approach to the LOUDER name and positioning, highlighting the product’s ability to amplify everything it touches.
Owner Jay wanted the brand to feel distinctly different from other hot sauce and chilli based products on the market. An impactful and restrained copy-driven identity and packaging allowed LOUDER to stand out against familiar category cues. Colour was used strategically with a pared back neutral palette for brand communication, contrasting rich and vibrant colours in food photography.
