︎Tastale




TASTALE (taste+tale) is a seasoning brand that develops its products inspired by famous literature/fairy tales. We use great quality ingredients to create organic and healthy sauces that bring accessible deliciousness to people. Our brand strategy is to characterize our products by rewriting or retelling famous literature/fairy tales.*This is a group project with Winnie C . and Yining Z.


︎”Thank you letter”



How can the literature/fairy tales be reflected on the packaging and at the same time elevate the value of the products? Our products have solved the problems in these stories and are solving the problems of our customers in the real world. For each flavor, in addition to the illustration on the front of the packaging, there is a “thank you letter” written by the character in the selected story on the side. For example, for the pork-flavored sauce, there is a “thank you letter” written by the Wolf:
Dear TASTALE, Thank you for the Pork-Flavored Sauce you made for me. With this, I will never have to bother with those three crafty little bigs again. I have used the organic sauce to make......





︎Five Flavors/Stories



*Chicken flavor based on The Little Match Girl

*Pork flavor based on The Three Little Pigs

*Beef flavor based on The Farmer and the Cow

*Lamb flavor based on The Old Man and the Sea


*Lamb flavor based on The Fox and the Crow



︎Accessories-Story Scroll






Each packaging comes with a scroll attached to the cap that reveals the full story of the product.



︎Accessories-Cassette Tapes





Telling the brand stories, chef interviews, recipes and more in a nostalgic way.