Chef Ketchupwith Stevia

Packaging Design

The Brief

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, whilst ensuring the design maintained a consistent visual aesthetic as part of the wider existing range.


This range extension brief required careful reworking of an established design, retaining key visual elements to ensure consistency with the rest of the range on shelf, whilst subtly creating enough space to introduce a banner device to hold the key Sugar and Salt call-outs. The key Stevia message sits comfortably below the new banner, with sufficient contrast and legibility to provide differentiation on shelf, whilst also ensuring visual consistency with the rest of the range.