Crucials had already built a brilliant business, with over 20 years in food service and a range of sauces loved by takeaways up and down the country. But as the brand grew its presence in retail, it needed to make just as much impact on the supermarket shelf.

The temptation was to reinvent it. We did the opposite.

We sharpened everything that already made Crucials special - its bold flavours, no-nonsense personality and strong association with great takeaway and street food - and turned up the volume for a wider consumer audience.

The refreshed identity brought more consistency and attitude to everything from logo and imagery to a completely updated range of 25 sauces. A new website and above-the-line campaign helped connect the distinctive bottles with the Crucials name and the food it makes taste so good.

The work helped Crucials secure a major nationwide listing with Tesco - putting the brand on shelves across the UK and creating a powerful platform for its next stage of growth.