Marrowfield

Packaging

Five glass jars of chilli paste in a row with graphite lids and plain white bands, the last lid acid lime

Brief: Stand out on a supermarket shelf full of red labels, without a red label.
Role: Packaging design, naming system, shelf strategy
Year: 2025
Outcome: Listed in 112 stores across Klang Valley within eight months

Every sambal on the shelf is red, with a chilli drawn on it. Marrowfield's pastes are the colour, so the label stepped out of the way: a white band, a graphite lid and one shape that grows sharper as the paste gets hotter.

The mildest paste carries a soft curve. The hottest carries a closed chevron. Shoppers learn the scale after one jar, and the shelf reads like a chart from three metres away.

A hand holding an open jar of red chilli paste with a plain white band and an abstract chevron

Process note

We printed 40 label options and stood them on a real shelf in a Subang supermarket aisle for an afternoon. The white band was the only one people found without being told where to look.