Brand Identity And Packaging For Ama's Caribbean Food Brand

Caribbean heat, but the real product is culture.

Studio NARI developed a bold and culturally resonant identity for Ama’s, the Caribbean-inspired food brand founded by Rachel Ama. The new system, built around the idea of ‘Turn It Up,’ fuses vibrant colour, texture, and movement to express the energy of Caribbean culture across packaging and communications. The result transforms Ama’s from a founder-led product into a cultural brand that connects food, music, and community.

Insights

Studio NARI’s core move was to shift Ama’s “from a beloved founder-led product into a culturally resonant retail brand,” using “Turn It Up” as a behaviour, not just a tagline, so the identity could show up wherever culture is happening.
The system is built around sound: the logotype “stands tall with saucy droplets hidden within counters and subtle textured fuzz evoking speakers vibrating with sound,” while bold colour, texture, movement, and glossy-versus-matte packaging finishes reinforce that energy.
The jar is positioned as an entry point to a wider experience — the studio describes curated music accessed via the jar, linking flavour to sound, mood, and community; the activation territory also runs to festivals, collaborations, and real-voice communications.
Ama’s began in Rachel Ama’s kitchen, and the first jars “sold out in hours” on Delli Market; Rachel Ama brings a strong audience and food-media credibility as the North London vegan chef, YouTuber, and cookbook author with 700,000+ YouTube subscribers by 2024.
The range currently runs to two SKUs — Jerk Marinade and Sticky Miso Jerk, RRP £6.99 — plus a limited Sunday Starter bundle, with retail moments including Goodhood, a sold-out pop-up at Ebi's concept store, and the AMA'S OUTSIDE food truck at Coal Drops Yard.