Design: Prompt Design
Project Type: Produced
Client: CPF RESTAURANT AND FOOD CHAIN COMPANY LIMITED.
Product Launch Location: Thailand
Packaging Contents: Sauce
Packaging Substrate / Materials: HDPE
Printing Process: Gravure Printing
Our task: to make packaging for 5-star brand Thai sauce
Five-star is the famous brand of roasted chicken with over 40-year history and over 6000 branches nationwide . Five-star brand is well known for its expertise in roast chicken and its specialty sauce variety. Five-star brand offers many recipes of unique flavor to serve with chicken. This is why more variety of five-star sauces with different taste and flavor are introduced to expand the Thai food market.
The local sauce market is highly competitive with about 30 brands participating. Differentiation to make our brand distinctive is not an easy task. The new sauce bottle is so designed of a chicken drumstick shape standing on its lid cap with its label texture of chicken skin fried or roasted or other cooking styles to promote the consumer perception of the compatibility between the chicken and the sauce variety.
The result has shown beyond the expectation that the consumer’s word of mouth sharing information about its similarity between the sauce bottle and drumstick for example “be careful when hungry not to grab the sauce bottle instead of the chicken”, “seeing the sauce bottle drumstick makes me hungry”. This social media has driven the sales volume and therefore the sauce becomes the best selling item.