Encona hot pepper sauce hit the shelves in 1975, bringing bright Caribbean flavours to the tables of grey old England.

The brief to Uniform was to improve brand recall and gain market share within the category. Another challenge was the product range: having expanded to include American, Far Eastern, African and Indian recipes, it wasn’t clear how these cuisines sat with the parent brand.

Our first step was to create a brand idea around mashups: culinary, visually, culturally. Combined with the proposition of ‘We Are Taste Explorers’, this gave us a strong platform to talk about our love for a whole world of flavours and experience.

We replaced clean, over-designed brand elements with a more authentic hand drawn & screen printed toolkit. A cut & paste collage style creates flavour metaphors. From here, we could build a brand with an informal, adventurous personality.

This work was completed as part of a winning pitch process.