Press Release

SOUTH WEST CREATIVE AGENCIES SPICE UP BLUE DRAGON'S CHILLI SAUCE

Blue Dragon is about to capitalise on the British love of all things ethnic with a range extension launch of its best-selling 'Sweet Chilli Dipping Sauce' this summer.

Bristol based design agencies Reach and Kinneir Dufort have joined forces to 'spice up the ordinary' with the distinctive new look. This is the latest project on which Reach and Kinneir Dufort have come together with their complementary skills to provide a fully integrated approach to branded packaging. This combined effort has resulted in an eye-grabbing bottle that packs some 'table punch', setting Blue Dragon significantly apart from their competitors.

Repositioned as 'chilli ketchup', the Thai newspaper design from Reach (illustrated by Syd Brak, and with a tongue-in-cheek reference to the Houses of Parliament), gives the sauce a classy British chip shop feel without losing its Blue Dragon seal of authenticity.

With its own distinctive squeezy flip-top bottle, designed by Kinneir Dufort, Sweet Chilli Dipping Sauce will be available in larger Tesco stores from mid-June, before rolling out across the rest of the multiples at the end of August.

Richard Evans, Creative Director at Reach, explains the rationale behind the design. "We very much needed to appeal to the current Blue Dragon audience, as well as mainstream sauce consumers. By combining the Thai newspaper with some instantly recognisable 'Britishness', we felt that we were also highlighting the versatility of the product...that it's great with traditional oriental dishes, but it's also fantastic with chips."

Peter Baxendell, Sales Director for Blue Dragon at G. Costa, agrees: "Taking the three components of lid, sleeve, and bottle (all made by three different, non-English speaking Thai manufacturers), and the complex label design (again, produced in Thailand, with direction from the UK), has resulted in one coherent, original and eye-catching product being smoothly produced against all the odds. An impressive feat, and a credit to Blue Dragon and the two agencies involved."