Changra - Thai Culture Hot Sauce Branding

CHANGRA is a Thai-inspired hot sauce brand created to bring people together through bold flavors and unforgettable experiences. Rooted in vibrant energy of street food culture and the spirit of spontaneous celebration. CHANGRA transforms everyday meals into moments worth sharing. More than a condiment, it is a catalyst for connection laughter, and playful chaos around table. Born from heat. Made for good times.    

The color system of Changra is designed to capture the chaotic, playful, and energetic spirit of sharing spicy food. Each color represents a key element of the brand experience, creating a visual language that feels bold, social, and full of excitement. The irregular, hand-crafted letterforms create a sense of movement and unpredictability, reflecting the chaotic experience of eating spicy food. The dripping details evoke hot sauce, overflowing flavors, and the delicious mess that happens when people fully immerse themselves in the moment

Inspired by Thailand's colorful food culture, lively street markets, joyful social gatherings, the color system combines warm yellow, fresh lime green, spicy orange, and bold red to create a visual language feels exciting,

and full of life. The CHANGRA mascot serves as the face of the brand, Illustrated a hand drawn style, character embraces exaggerated humorous expressions, and imperfect charm, reinforcing the brand's belief that  food is best enjoyed with laughter memorable moments.

CHANGRA  -  PASS THE HEAT

CREATIVE DIRECTOR - Zainaldi Ibrahim ART DIRECTOR - Abel Aurelia Thalitha GRAPHIC DESINER - Tia Susanti MOCKUP - Stefan Widi Pratama, Aulia Muhammad Fernanda UI/UX DESINGNER - Aulia Muhammad Fernanda MOTION - Zainaldi Ibrahim, Abel Aurelia Thalitha ILLUSTRATOR - Zainaldi Ibrahim