Soul Shack Jerk Sauces

Design: Turtle and Hare
Location: United Kingdom
Project Type: Produced
Client: Soul Shack
Product Launch Location: United Kingdom
Packaging Contents: Jerk Sauce
Packaging Substrate / Materials: Glass Bottle

Chef Tim Longden was eager to bring what he had learned from authentic Jamaican cuisine over to the UK and introduce West Yorkshire to proper moreish yard food.

For this project the client wanted the brand identity to embrace and celebrate Jamaican culture, paying homage to fresh island ingredients, traditional cooking methods, and cultural design touchpoints. To understand the core values we spent time with the client learning about these individual elements. For Soul Shack we used reclaimed driftwood, oil drums and used zinc roofing as a large part of the brand identity. These experiential factors—burning pimento wood under a hot zinc roof, fresh herbs in tin cans—reinforced the realities of the island-style social eating culture that Longden enjoyed cooking for.