Mama Tài Fish Sauce
Mama Tài Fish Sauce
Mama Tai Fish Sauce, located in Duc Loi commune, Mo Duc District, is a small-batch producer of premium fish sauce. Mama Tai Fish Sauce is meticulously crafted using traditional fermentation techniques passed down through generations. Mama Tai takes pride in sourcing high-quality, fresh anchovies to deliver an authentic, rich, and umami-packed flavor. The goal is to establish an identity for the brand and create packaging that feels both authentic and modern.
Mama Tai Fish Sauce, located in Duc Loi commune, Mo Duc District, is a small-batch producer of premium fish sauce. Mama Tai Fish Sauce is meticulously crafted using traditional fermentation techniques passed down through generations. Mama Tai takes pride in sourcing high-quality, fresh anchovies to deliver an authentic, rich, and umami-packed flavor. The goal is to establish an identity for the brand and create packaging that feels both authentic and modern.
Client
Client
Mama tài fish sauce
Mama tài fish sauce
Year
Year
2025
2025
DELIVERABLES
DELIVERABLES
brand identity, PACKAGING design
Brand Identity
Role
Role
DESIGNER
DESIGNER
THE STORY BEHIND
THE STORY BEHIND
My grandmother produced and sold fish sauce for a living. Til now, my aunt still makes it in her backyard with the passed-down recipe, just like grandma did in Quang Ngai. The was dark, almost thick, in a plain, unbranded plastic bottle that our family always has in stock for cooking. Her culinary signature was the unforgettable boldness of her fish sauce. The taste was her livelihood, and it was a lasting memory for everyone. In our small village in Quang Ngai, she was known as 'bà Tài,' or Ms. Tai the fish sauce lady. It wasn't just fish sauce; it was nước mắm bà Tài or Ms.Tai’s fish sauce her word-of-mouth brand. And that got me thinking: what if her legacy had a real name, a real brand?
COLLATERALS
COLLATERALS
ADVERTISING
ADVERTISING
THE AD CAMPAIGN centered around the core idea of Mama Tai as the transformative element in their cooking
