A national and very successful food company called Sam’s Sweet Chilli Sauce Co. are in need of a re-brand for their range of infamous bottled sauces. The sauces are sold in supermarkets all over the country, so the new logo really needs to stand out amongst all of the competition on the shelves. Initially, the branding needs to be applied across three chilli flavours: ‘Sweet & Mild’, ‘Medium Hot’ and ‘Super Spicy’. Once you have your main logo finalised, you can begin exploring how these flavours can be incorporated alongside the main brand.
Sam’s Sweet Chilli Sauce Co. source all of their ingredients from organic British farmers; this is a part of the brand that they want the designer to highlight in the artwork. Think about creating some custom crests that express the ‘100% British’ element. This is a huge selling point amongst British foodies. The key here is to make it immediately apparent what the jar includes. Customers scan across shelves quickly, so make sure your design is eye-catching! Think about the colour palette and the typography that will draw people’s attention towards these delicious sauces.
The client wanted the focus to on the form and the structure of the design for example the logo and the typography and to work within rather than against constraints before working with any form of colour for the least amount of distraction. This would allow for clear, illustrative and traditional styles of label design.
In response to this brief, I designed a clear, illustrative and vibrant label design with the use of 3 main colours illustrating 'Sweet & Mild', 'Medium Hot' and 'Super Spicy' all on a white background for immediate notice. Using 3 individual symbols for each of the 3 flavours allowed for immediate recognition of what the bottle contained.
