Category: F&B / FMCG
Scope: Brand Identity · Naming · Packaging Direction · Tone of Voice

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The Brief

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Mama Chow’s came to us with a fire in the wok and a mission in mind: Create a chilli oil brand that doesn’t just sit quietly on the shelf — but one that shouts with flavour, sass, and soul. This wasn’t your average condiment. It needed boldness, bite, and an identity that made you feel the heat before the lid even came off.

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The Solution

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We built Mama Chow’s as a brand with attitude and appetite. Inspired by Asian street food culture, homemade spice, and millennial wit, we gave it a voice that was cheeky but charming — and visuals that demand attention.

 

Each flavour has its own personality, with the hero variant playfully named: “Really F*cking Spicy” — because we don’t hold back, and neither should you. From logo design to packaging cues, our goal was to create something instantly memorable and shelf-ready, while staying rooted in culture, energy, and unapologetic flavour.