UncleTsai

/ DESCRIPTION

From a blank slate, I developed the full visual identity for this Australian condiments brand — shaping everything from concept to shelf ready execution. As the sole designer, I crafted a design system that reflects the brand’s personality and values, while ensuring visual cohesion across all touchpoints.

/ SCOPE

Logo
Packaging
Brand Identity
Marketing Assets
Illustration

/ INDUSTRY

Specialty Food

/ LOCATION

Melbourne, Australia

/ BRANDING

The logo was designed to reflect Taiwanese heritage, drawing from hand-carved stamp seals and traditional iron window grilles. The moustache motif, is inspired by Uncle Tsai’s iconic beard — the chef behind the condiments — is woven into the visual patterns that resembles traditional window grilles patterns.

These background story illustrations below were created to visually express the brand’s origin story and cultural roots. Each conveys different facet of Uncle Tsai’s journey — from his childhood memories to culinary traditions in his family to the ingredients and values behind his handmade condiments. These visuals were requested and featured on Uncle Tsai’s website to help consumers connect with where the sauces come from — not just geographically, but emotionally.

Starting from a young age, I always helped my mum and aunties with whatever they were cooking. From noodles to dumplings, stir fries to stews, I immersed myself in all the smells, flavours and action of the kitchen.

But growing up in Canada as a Taiwanese immigrant, I was also always excited to visit friends' houses and explore their kitchens for snacks we didn't have at home. Granola bars, ham and cheese sandwiches, and canned pasta were like forbidden treasures to me – delicious comfort foods I couldn't get enough of.

As a result, I often felt self-conscious at school about the lunches my mum packed for me. I worried they might look or smell too "weird" to the other kids and often wouldn't eat them at school, hiding them in my backpack or waiting until the day was over to have my lunch.

Thankfully, as I matured and worked as a chef in some of the best kitchens around the world, I began to embrace my cultural roots with pride, using those nostalgic memories from my family kitchen as inspiration to confidently incorporate those elements into my restaurant menus.

UNCLE TSAI

Complete brand identity