Blue Dragon - Flipping an Icon its head.

Boundless Brand Design partnered with Blue Dragon, the nation’s favourite Thai Sweet Chilli Sauce, to redesign the structure of their bottle and refresh their packaging design to firmly cement their presence and standout at shelf in the condiment’s aisle.

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Sweet chilli has long been an icon in the world foods category for over 50 years, but the ambition to expand the ways in which the sauce can be enjoyed created the backbone for the creative brief. The vision was to encourage consumers to use the deliciously sweet and spicy sauce like they would any other tabletop condiment – and become a staple for those casual dining experiences at home.

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To answer this brief, Boundless Brand Design reimagined the Blue Dragon bottle – with a structural overhaul. An all-new bespoke upside-down squeezy bottle has been designed, offering improved functionality, grip and overall aesthetic at shelf, making it easier for shoppers to squeeze out a “perfect dose” of the product onto their plates without mess.

The new silhouette delivers instant category recognition in the condiments aisle and drives visual distinction between its slenderer sister bottles within the cooking-sauce category.

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The iconic Blue Dragon emblem is imaginatively brought to life through a tactile emboss flowing around the bottle, with waved edges accentuating the flowing movement of the dragon, while alluding to the brands Thai heritage with a pagoda-inspired sloping neck and base.

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A refreshed label design sees simplification of the iconic assets on pack – providing further standout whilst heroing the brands well known equities. Messaging on pack is simple and charming, encouraging consumers to “Dip and Dunk” to their hearts galore.

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The design has been rolled out across the Original, Mild, Hot and Reduced Sugar variants in 250ml and 315ml bottles.