Asda Serves Up Striking Hot Sauce

British retailer Asda has introduced a new private brand range to spice up their current sauce offering. After delving into insights on the category and audience, the retailer challenged agency Brand on Shelf to come up with something striking, modern and bold, avoiding the normal category cues that would appeal to a daring, dynamic audience.

The stripped back design gives the bottle a youthful, bold feel. The design features lively shapes and crafted elements to evoke the different heat gradings.

Pat Hawkes, Design Director at Brand on Shelf, said “We wanted to create something tactile that consumers would be proud to have out on the dinner table. The single-minded nature of the black overprinting the vibrant color palette not only promotes heat but visually plays with your senses.”


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.