Trident Chilli Sauces – Brand refresh

For over half a century, Trident have sourced authentic flavours from Asia and brought them back to New Zealand for Kiwis to enjoy. Trident Chilli Sauces subsequently were a staple in many Kiwi homes. Over recent years, the sauce category has grown dramatically with new imported brands owning the ‘authentic’ position. The Trident brand started to look like the westernised imposter. Our approach was to take the Trident brand back to its authentic roots. The new design takes cues from Thai street vender signage and traditional Thai packaging – a celebration of ornate craft to reflects its origins. Easily the sexiest sauce in the category, the refreshed Trident range looks as good in kiwi homes as it does in the trendiest Asian eateries.