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Sauce bottle symbolizes stalwart servicemen

A striking bottle with an even more arresting backstory, a new 500-mL PET package for Forces Sauces, sold in the U.K., cleverly conveys the brand’s mission: to raise money in support of disabled and vulnerable ex-servicemen and women, as well as those currently serving in the military.

Pw 53941 Forces Sauces Visual

Launched in 750 Tesco stores in June, the two-variety line of table sauces is the result of a charity initiative begun by veteran and cancer survivor Bob Barrett, who wanted to “give back” after receiving support and accommodation from Stoll, a charity group providing rehabilitative services to U.K. veterans.

To create both the bottle structure and package graphics, Barrett and partner Stoll collaborated with integrated design agency bluemarlin, which graciously provided a few of their workstreams pro bono. According to bluemarlin Creative Director Simon Pendry, the package shape—a soldier-like profile—was “directly inspired by the brand story and cause that lies at the heart of the brand.”

“Although we explored many military themes, the idea of uniformed servicemen and women always led the thinking,” he explains. “They’re the ones who serve our country, and the structure is a way to honor their dedication.

“The shape mirrors troops standing to attention, ready for inspection, with their chins up, shoulders straight and square, cap on, and arms to the side. The bottles stand strong and proud on the shelf and look great when lined up—sturdy, strong, and impactful.”

The main challenge of the unique bottle structure was optimizing the performance of the container—sealing, dispensing, mess management, portion control, stability, etc.—while maintaining its iconic shape. “Squeezability and full evacuation of product were concerns in creating the unique profile, with a strong chest and slimmer lower ‘legs’ that combine to portray the essence of our servicemen and women,” says bluemarlin Creative Director, Structure, Guy Williams. “This took patient and clever manipulation of the form to get the curves exactly right so that the bottle didn’t become misshaped when dispensing the product.”

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