Sala Umami is an Asian plant-based soy sauce brand primarily sold on Amazon US. The project’s challenge lies in the plant-based product category. Aiming to offer customers more than just a regular vegan soy sauce, Sala Umami elevates dishes to a new level, catering to everyone, regardless of dietary preferences. Sala Umami demonstrates that plant-based food can be as appealing, bold, and vibrant as any meat-based dish, challenging the notion that vegan food is bland.

The visual identity, incorporating a strong, bold, and vibrant logo, typography, and imagery, coupled with the “Sala Bean” mascot inspired by soybeans, effectively communicates this message.