Creative Director: Jon Dignam
Design Director: Gareth Ball
Head of Production: Paul Porter
Account Manager: Alex Killeavy
Location: United Kingdom
Project Type: Produced
Client: Levi Roots
Product Launch Location: United Kingdom
Packaging Contents: Food, meal kit
Packaging Substrate / Materials: Pulp Board, Pulp Card, glass jar
Printing Process: Lithography, Flexography
Our Creative’s long-standing relationship with the Levi Roots brand started way back in 2007, when we created the original brand identity for his iconic Reggae Reggae sauce made famous by Levi’s musical pitch on Dragons Den. An instant success with the public, the Levi Roots range has since expanded into many different products and categories enabling more and more people to ‘put some music in their food’.
Fast forward to the present and OurCreative were approached by AB Foods to help fulfil a new and growing consumer appetite within the world foods category.. Streetfood!
We were challenged to capture the warmth and sunshine of the Caribbean vibe and the excitement and energy of Levi’s personality and passion for delicious, authentic, spicy Caribbean flavours… a love he developed when he first learnt to cook with his Grandmother… Thus the street food shack was born!