Yum yum sauce is one of the best parts of eating at Hibachi-style restaurants, but for those looking to take that experience home, the product is hidden in specialty food aisles and wears a boring and dated label.
Despite being served at Japanese teppanyaki restaurants, the sauce itself is an entirely American creation.
"My plan is to turn Yum Yum Sauce into the next American condiment. We don't want to be just an Asian sauce. We want to be the next ranch."
TERRY HO
Original
Concept
Meet mom's new secret ingredient.
My pitch for a redesigned bottle communicates its' versatility and promotes it as a must-have condiment for easy meals. The bold title grabs the attention of shoppers and the food illustrations on the label provide some ideas for what to use the product with. The use of red stimulates the appetite while nodding to the red hats worn by hibachi chefs.
The original bottle has a wide mouth meant for pouring the sauce, but the contents come out fast and the bottle often gets sticky. The new bottle has a twisting top with a small opening that’s kid-friendly and easier to control. The plastic material remained the same to keep this product affordable, but the new shape and playful label communicate that this is a sauce that will make the whole family happy.
This piece won Best in Packaging in AEJMC’s Best of Design contest.
