Hot sauce rebrand & packaging design

This was a rebranding & packaging design project for Fil, a London based condiment brand.

WHAT IS SHATTA?

At first glance you could mistake shatta for another hot sauce, but this Middle Eastern condiment is unique.

Made from fermented chilli peppers & simple ingredients, it’s the clean, complex flavour of the chillies that make it stand out. The natural colours of the chillies also look amazing on shelf.

PROJECT BRIEF

Fil wanted to strengthen their brand identity & grow a loyal audience of fans.

Early market research revealed two key insights: demand for hot sauce is increasing, but the market is crowded & competitive. Fil needed a way to stand out & educate consumers on what makes Shatta a premium, unique product. The strategy focused on:

1. Differentiation: How to stand out in a saturated hot sauce market. 

2. Premium price: Educate consumers about Fil’s premium quality & pricing.

3. Web traffic: Drive customer traffic to Fil’s website.

4. Retail listings: Get into more stores & increase market presence.

BRAND STRATEGY

Early research uncovered the powerful insight that modern lives have become more disconnected.

This contrasts deeply with Middle Eastern culture, which focuses on community & food is seen as something that brings people together.

This insight became the focus of the brand strategy for Fil & positioned shatta as more than just a condiment, it became a way to bring people together.

PACKAGING DESIGN

Once the brand positioning was finalised the packaging was designed to reflect Fil’s core values, appealing to adventurous eaters who enjoy shared meals.

Clean, minimal packaging highlights the product’s premium price point while reducing the number of labels used on each pack, which saves costs & helps focus attention on the key brand messages.

The result was a new packaging design that represents Fil’s identity & values while also attracting an audience of dedicated fans.