Chilli sauce bottles with a kick

Encona chilli sauces, owned by Enco Products, a top supplier in the U.K. of Caribbean foods and beverages, is relaunching with a new bottle design. Enco appointed Reach (www.reachdesign.co.uk) to work on repositioning the brand to reconnect with loyal consumers and achieve broader mainstream appeal. Reach worked with consumers to identify brand communication issues and uncovered lots of valuable information, including confusion about the Caribbean brand having a Sweet Thai Chilli sauce in its line. So the line of chilli and hot sauces was repositioned as providing exciting tastes from around the world. A photo vignette was replaced with exotic illustrations evoking the feeling of finding authentic, “hidden gem”-type places to eat. The bright blue Encona brand logo tops each label, above a cluster of palm trees. Launched in July, the new packaging is eliciting a positive market response.