The Grim Reaper Food company are specialist chilli manufacturers based in Hemel Hempstead, Hertfordshire, headed up by well-known Chef, Russell Williams.
The premium, artisan producer are winners of the ‘Fiery Foods Festival’, 2010 and 2011 and are quickly making a name for themselves in the chilli world. They are now seeking to expand their lines for chilli products, with the introduction of a chilli based rapeseed oil.
The Grim Reaper had introduced a chocolate bar range (of which, Studiowide also created the concept and designed the packaging) and has now developed 3 rapeseed cooking oils.
Our client provided us with the brief based around the design and production of the 3 labels for an assortment of oils, which consisted of the following flavours:
- Rapeseed Oil infused Chilli called – Vengeance
- Rapeseed Oil infused Chilli and Garlic – Tempest
- Rapeseed Oil Oak Smoked and infused with Chilli – Incinerator
Our objective was to come up with the packaging design concept and to create the labels to be used on the bottles. The design had to remain consistent with the previous packaging.
The whole Grim Reaper Foods collection is chilli orientated and targets only the daring chilli lover.
The company is currently working on introducing even more product lines; therefore our challenge was to create a brand identity that would be easily recognisable and transposable throughout the range.
The final concept also had to communicate what fiery delights Grim Reaper Foods were offering. Thus the company required a clear, modern and creative approach for the brand.
After research and brainstorming we concluded, the best way to achieve the required strong brand identity for Grim Reaper, and to help differentiate the products from its competitors, was to utilise colours and icons to identify the 3 alternative flavours; Vengeance, Tempest and Incinerator.
Colours instantly provoke emotions – used in many representations. This is also a great technique when used in food categorisation, e.g. in crisps, pink more often than not represents prawn cocktail flavour.
Hence, using the colour yellow to identify the ‘oils’ assists the consumer with the instant recognition of the product.
By simply placing a subtle band of colour on the top of each design we created a slight detail, balanced with the right amount of emphasis required to evoke the desired impact.
Alongside the introduction of colours we included additional graphical assets to specifically represent the Grim Reaper rapeseed oil line; we designed an assortment of icons to highlight the exact flavour of oil on offer. A vector, illustrated Grim Reaper character is present in all Grim Reaper food packaging, clutching his chilli formed scythe.
In the design of the rapeseed oil labelling the Grim Reaper is also seen holding the icon in his grasp, almost as if he is presenting the product to the consumer himself. This was replicated through all 3 oil designs with the character ‘owning’ a different oil icon for each flavour.
The Grim Reaper Foods oil collection differs from its competition in the sense that at present, the visual aesthetics of the packaging ensures the brand will stand out from any other chilli oil in the market.
The use of a character, alongside a creative narrative surrounding the brand, provides an authentic vibe. Early signs are the new packaging design engages and generates excitement from consumers.
“For a company to understand a client’s idea and bring it to life, for me, is amazing. Excellent to deal with, fast efficient service, from concept to final design – within timescales, and informed at each stage."
Russell Williams – Managing Director, Grim Reaper Foods Ltd