Case study

The Chilli Trail

Close-up of vibrant purple flowers with droplets of water, creating a rich, textured background.

The Chilli Trail creates small-batch, flavour-packed chilli pastes inspired by their travels, starting with Sri Lanka.

CHALLENGE AND GOALS

After exploring what makes the product distinctive, the challenge became clear: how do we translate the brand’s spirit of adventure into a compelling visual identity? Rooted in travel, discovery, and cultural storytelling, these qualities needed to be felt instantly on shelf, not just explained. The aim was to create a sense of intrigue that invites the customer into a journey. Drawing from the founders’ travels, the goal was to build a story-led identity that sparks inspiration to encourage people to explore new flavours and cultures and positioning the brand as a gateway to adventure, not just a condiment.

THE OUTCOME

The result is a bold, character-led design that brings the sense of adventure to life. At the centre of the system is a distinctive illustration that acts as an anchor for the idea of travel and journey. The logo supports this, with letters that connect seamlessly to form a subtle sense of movement or ‘trail’, while refined serif details hint at the fiery nature of chilli. The product stands out immediately on the shelf, creating curiosity and a sense of adventure, as if the customer is being taken on a journey to explore flavours from different cultures. The outcome is a brand that feels like more than just a chilli paste—it becomes a source of inspiration for adventure.

THEIR DELIVERABLES

Brand strategy
2x Creative direction
Logo Suite
Colour palette
Font selection
Brand graphics
Label Design (x2 flavours)
3D visualisations
Brand guidelines
Brand sheet

“From start to finish, Poppy has truly impressed us with her creativity, skill, and professionalism She guided us through each stage of the branding journey with clarity and expertise, delivering work of an exceptionally high standard that far exceeded our expectations. Poppy took the time to understand our vision and brought it to life beautifully, while also offering thoughtful suggestions that elevated the final result even further.”