We were tasked with designing product labels for a limited edition ketchup created by Marco Pierre White for his prestigious steakhouse restaurants.

Posh Ketchup's subtle balance of sweetness, zest and piquancy made it a unique twist on beloved classic ketchup. Its name was created in jest to undermine the taboo of asking for ketchup in an expensive restaurant.

This humour is lost without the context of the restaurant. So, as part of our strategy, we suggested adding a tongue-in-cheek personality to the labels so they wouldn't appear pretentious on a supermarket shelf.

The designs were printed on uncoated paper with gold foil to help give the labels a premium feel. Whimsical illustrations were placed on the side of the bottle to inject personality into the design, a subtle nod that the ketchup didn't take itself too seriously and was to be devoured by the bottle load.