Shirowhat, a woman-owned business, “believes food is about new experiences and spreading joy and love.” The founder of the company migrated to the US when she was only 18. The founder wishes to share her Ethiopian heritage with her products.
Design Womb, the agency responsible for the branding and packaging of Shirowhat, was inspired by the founder’s face and friendly nature.
“We delivered a bold brand identity system using the face of the founder, and inspired by her friendly smile and warm nature that she is known for. The illustrations and chunky modern typography paired with a playful pattern creates fun shelf blocking effects in stores. The color palette is warm and saturated, inspired by the rich color of the sauce and unique berbere spice blend.”
The San Francisco-based branding agency created illustrations and patterns that increase the shelf value of the products. The color combinations and the typography symbolizes the love and joy that the brand symbolizes.
“As a brand, Shirowhat never loses sight of what drives them, sharing food and experiences that are personal to the team with a wider audience, and celebrating how much love and care goes into what they do. They believe food is more than just about feeding ourselves, it’s about love and joy, sharing new flavors and old favorites with people you care about while laughing and sharing stories. By being reassuring, encouraging, and helping educate their customers about Ethiopian cuisine, the company delivers an approachable food packaging design that makes trying something out of your comfort zone feel a little less intimidating.”