Say When is a wasabi-based salad dressing that combines the creaminess of a traditional dressing with the intensity and distinctive heat of this Japanese ingredient.

We were responsible for creating the brand's entire visual identity, starting with the challenge of sparking curiosity while revealing the product's unconventional personality.

The starting point was the sharp kick of heat that wasabi delivers, brought to life through a karate-fighting alligator. The character adds humor and movement to the identity, playfully referencing the unexpected punch of flavor.

Green takes center stage throughout the visual universe, directly referencing wasabi. Typography also explores the product's contrasts: while the logo features creamy, fluid letterforms, the WASABI lettering is bold and sharp, visually reinforcing the ingredient's intensity and heat.

The result is an identity that combines Japanese influences, humor, and graphic contrasts to translate the product's distinctive characteristics into packaging full of personality.