Ferment la bouche by Idea Dolls

May 28, 2020 Arseny Vesnin

Creative studio Idea Dolls shares their latest design product case of fermented sauces made by ancient technology. Ferment la bouche was born out of a desire to merge two mega trends which dominate food and beverage in the UK. The first - live food, fermented is everywhere, from kombucha to kimchi of all flavours and varieties. The second is the demand for exotic sauces.

Our design for the range was inspired by a ‘through the microscope’ concept, a peek into the unseen world of gut-loving good bacterium, showcasing the sense of movement in the alchemical-like fermentation process - bubbling, morphing, changing and moving to turn a raw ingredient into wonderful good-for-your tangy on the tongue fermented sauce. We wanted to move away from leveraging the middle eastern heritage of the brand which would have detracted from the fermented concept, overshadowing it and labeling it as ‘world food’. Amba is well known in the Middle East and India (where it is more of a chutney). To position this range as something new and different, and in order to allow us to scale up, adding new flavour SKUs or even new ranges, we had to move away from Amba and create a completely new brand concept.

Idea Dolls