What happens when your brand skyrockets to fame without warning? When Levi Roots sang about Reggae Reggae Sauce on the BBC show Dragons’ Den the brand took off. And we were there to help Associated British Foods achieve their long-term ambition of becoming Britain's leading Caribbean range.
By evolving their existing key visual equities we created a new packing design that works from cooking sauces to sandwiches to ready meals. Central to the new design is the dancing silhouette, a dynamic, contemporary expression of the brand promise: 'put some music in your food. An all-around recipe for success.