Sam's Sweet Chilli Sauce Co. Brand Identity

The brief for Sam's Sweet Chilli Sauce Co. was a passion project from the website BriefBox.

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’.

I created a design that features a bold yet simple illustration that resembles a splash of spilt sauce, bringing energy and movement to the packaging. The fluid shape is intended to reflect the drizzling texture of the sauce whilst also creating a dynamic visual element that helps each bottle stand out on the shelves.

The colour palette was carefully chosen to reflect the three heat levels of the sauces, and were used interchangeably across the bottle labels, backgrounds and accents, ensuring each bottle stands out whilst maintaining a cohesive and visually striking brand identity.