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. You'll need to dedicate some real time here.

Start with the logo and the typography, then begin to explore further with some complimentary illustrations and graphics representing each of the three flavours. 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.

Before you start sketching letter forms or little thumbnail concepts, we advise that you prepare some outline mock-ups of jars or bottles. Work within rather than against constraints. Printing out multiple copies of these outlines will mean you can experiment. The images the client has included in the 'Creative Direction' section all show clear, illustrative, traditional styles of label design. This is the direction to go in.