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Asian cuisine brand undergoes adventurous redesign

A vibrant new packaging design (opens in new tab) is on the way for Sharwood's (opens in new tab), the UK's leading brand of Asian cuisine. Created in partnership between Premier Foods and award-winning branding consultancy Coley Porter Bell (opens in new tab), the new packaging design aims to help consumers engage with Sharwood's, as well as developing the brand architecture to accommodate new product developments.

“Cooking sauces is a much more commoditised category than it used to be," explains James Ramsden, the executive creative director at Coley Porter Bell. "For Sharwood’s, we had to elevate the brand to give consumers more of an experience – we wanted to bring to life the confidence and delicious sensations of cooking these foods.”

Complete with vivid brushstrokes and product names written in a free-form font, the creative team behind the redesign hopes the new look will give a sense of adventure, modernity and impact on the shelf.

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Dom Carter
Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.