← Selected works
Self-initiated project
Sambal Jam
I developed Sambal Jam as a food campaign built around an ordinary meal made more expressive by one spoon of chili. The brand is fictional, with English campaign language and familiar food cues.
- Disciplines
- Campaign designPackaging designArt direction
- Year
- 2026
The challenge
The campaign needed immediate appetite appeal and a recognizable identity across posters, product images and small retail applications. I wanted a clear product story without relying on ingredient claims or exaggerated health promises.
The idea
“Turn up the table” treats the condiment as a small addition with a strong presence. Short verbs give the campaign a social rhythm: spoon it, mix it, pass it.
