Service: Art Direction
Team: 9133 Design Studio
Year: 2023
Sabio is a global snacking brand introducing international flavors like Cheese Pizza, Brown Sugar Cinnamon, and Beer Mustard Pretzels to Indian shelves. Rooted in the idea of travel and discovery, the brand invites people to taste the world through its range of bold, familiar-yet-new flavors.
To art direct the launch visuals and communication for Sabio in a way that:
Brings the brand’s travel-inspired story to life through visual storytelling.
Creates a cohesive identity across packaging, photography, and brand touchpoints.
Balances playfulness with a sense of modern, premium appeal.
Translates global experiences into a distinctly local and relatable context.
The art direction built Sabio’s identity around the idea of “snack as a journey.” Every element evoked movement and exploration: postcards as thank-you notes, stickers inspired by passport stamps, and packaging that resembled travel memorabilia. The product shoot extended this narrative- pretzels appeared on a conveyor belt, mimicking airport luggage carousels, tying the entire experience back to the idea of global travel and discovery.
The result is a cohesive visual world that transforms everyday snacking into a sensory experience of exploration and delight.
