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Yorkshire agency redesigns Levi Roots’ Reggae Reggae Sauce


OurCreative has completed a redesign of Levi Roots condiments’ range to ensure “shelf stand-out.”

The Leeds and Hull-based agency has been working with the brand since 2007.

“I’m so proud of the long standing relationship we have with AB World Foods and the Levi Roots brand since our original creation following Levi’s successful investment from Dragon’s Den’s infamous Peter Jones,” said Kim van Elkan, Managing Director of OurCreative.

“This new evolution of the Reggae Reggae Sauce design puts Levi, literally front and centre, bringing to life his larger than life character, enthusiasm and passion for Caribbean food.  The new design undeniably commands attention in the condiments aisle.”

For the new design, OurCreative explained that it focussed on Levi Roots’ “distinctive character and infectious personality” by producing illustrations driven from images captured during a photoshoot of Roots dancing.

The silhouettes were used to encompass the mantra of “putting some music in your food.”

“We love how OurCreative has addressed the challenge around bringing back the vibrancy of the Levi brand. The new design brings Levi’s personality and distinctive assets to the fore, with the bright colours standing out proudly on shelf,” added Kirsty McBride, Marketing Manager at AB World Foods.

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