Flipping an Icon on its Head
CLIENT
Associated British Foods
TYPE OF CLIENT
Authentic Sweet Chilli Sauce
SERVICES
Structural Packaging Design
BRIEF
Take Blue Dragon beyond the world foods aisle to unlock everyday mass appeal.
THE BIG IDEA
Flipping an icon on its head, we transformed Blue Dragon from a sauce hidden in away the kitchen cupboard, into a squeezable condiment with pride of place at the dinner table.
RESULT
A complete structural redesign with a taller bespoke bottle with a squeezy, no-mess cap, embossed dragon details, and pagoda-inspired curves for authentic Thai cues. Dynamic street-food-inspired graphics ensure clear navigation and standout shelf appeal.
The launch has been a resounding success, securing listings in major UK supermarkets and delivering strong commercial results.
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Get in touch at hello@theboundless.co.uk