Introducing Tingly Ted's - Ed Sheeran's latest drop. Ted has always been Ed’s alter ego- so our brief was to bring him to life and shake up the hot sauce category. We created a vibrant, energetic brand thats’s just like Ed and his music- layering textures and colours together to embody the spirit of gig posters and album covers.

Ted is the fieriest mascot; with scorched hair and a guitar pick-shaped nose. He embodies the brand's spirit and attitude, living on pack alongside the word-mark which uses chillis from the sauce itself within the apostrophe and letterforms. They come to life throughout the brand, with bold copy lines that play on food and music- such as 'Turn up the taste' and 'Heat with a beat'.

To showcase Tingly Ted's, we produced a photoshoot that brings the sauce to the forefront in vibrant and colourful ways- being dipped in everyday meals, embracing the mess.

Created at Jones Knowles Ritchie alongside:
Designer - Tom Mitchell

Designer - Heléna Davey

Design Director - Rachel Gidlow

Creative Director - Martin Francis