Guiding a Kiwi classic back to authenticity
Trident sauces and grocery products helped ignite Kiwi’s love affair with Asian cuisine, their sweet chilli sauce has been an instantly recognisable NZ icon for over 50 years. However, in the face of sexy new competitors, Trident was starting to feel a little safe, not ideal for products dedicated to adding spice to your life. Our approach was to help Trident rediscover its roots as one of the original Asian food suppliers, re-injecting authenticity into a much-loved brand that was being mistaken for a Westernised imposter. We took cues from the essence of the authentic Asian street food experience; ornate signage, strong colours and a crafted feel inspired by classic Thai packaging. The end result is a modern aesthetic for a product that now looks as good in hip Asian eateries as it does in a good old Kiwi fridge.