As one of Ireland’s best loved brands – Chef is a staple in most store cupboards, from Ketchup to Brown Sauce and everything in between. As the market shifted towards low sugar variants, the Chef team were introducing a Stevia based Low Sugar and Salt variant to their Ketchup range. Key to this design was to effectively communicate those 3 key pieces of information – 60% Less Sugar, 50% Less Salt and the Stevia message. We reworked the layout, retaining the key components of the design to ensure consistency with the rest of the range on shelf, whilst creating enough space to introduce a contrasting lockup device to hold the key Sugar and Salt call-outs, sitting the Stevia message below the product name, creating impact and key differentiation on shelf yet ensuring visual consistency with the rest of the range, in a key product launch for the brand.

ClientChefProjectChef Tomato Ketchup with SteviaServicesGraphic Design, Packaging