For a line of all-natural Asian cooking sauces from U.K.-based Bonnie Yau’s Food Products, Slice Design Ltd. created a new brand identity that “turns its back on pastiche tradition and showcases modern Asia.” Says Slice Director Alan Gilbody, “U.K. supermarkets are awash with Asian cooking sauces, but we found that most brands had stuck with the traditional image, and were often viewed as low quality and mass produced.”
Growing up in Vietnam, founder Bonnie Yau developed a passion for flavor, fresh ingredients, and simple cooking methods. Her line of Yau’s brand sauces uses quality ingredients to create true flavors of the East and give consumers a convenient and healthy way to enjoy Oriental cooking. But until recently, the label design for her glass packaging did not live up to the color and zing of her authentic sauces.
“The previous label lacked strong pack architecture,” explains Gilbody. “Elements were competing for attention, appetite appeal was lost, and flavor differentiation was difficult on shelf. The unique selling proposition of natural ingredients was not dialed up.”
