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Sambal Sonic

Sambal that sounds as loud as it tastes.

Client
Sonic Food Co.
Services
Packaging, Motion
Year
2025

1The problem

A crowded category where every label shows a chili and a flame. Sonic wanted something you could hear from across the aisle.

2The process

  1. 01

    Volume, not heat

    Spice levels became volume levels: Pelan, Sedang, Kencang, Bising.

  2. 02

    Labels as speakers

    Each label is a stack of bold bars that grow with the volume level.

  3. 03

    Launch with a bass drop

    Three short films, each cut to a beat made from cooking sounds in the client's kitchen.

3The result

  • Sold out

    first production run

  • 3

    national retail listings

  • 780k

    launch film views

Credits

Packaging
Sekar Ayu
Film
Dimas Hartono
Sound design
Laras Utami