Chilli No.5
× SHTONDA.DESIGN
A premium £40 gift set sold almost entirely through photography. Beautiful photography — but zero infographics, no A+ Content, an invisible “challenge”, and a Hero that breaks Amazon’s single most important image rule. These are the most fixable conversion gaps on the page.
A culinary passport
nobody can see
The product is genuinely strong: 12 gourmet sauces from 12 countries, presented as test-tubes, with heat that escalates from England’s gentle warmth to Nigeria’s explosive finish — a built-in tasting journey and dinner-table challenge, backed by real Great Taste Award equity. The core mechanic isn’t “buy a sauce”; it’s “travel the world one tube at a time, and see how far you can go.”
The problem is that none of that journey is visible. The images show a beautiful box from many angles, but never the map, the heat ladder, the flavours legibly, or the sauce on a plate. The story that justifies £40 is left entirely to the buyer’s imagination.
The escalating-heat “challenge” is a unique, ownable hook — and currently shown nowhere.
12 real countries beats competitors’ “US-blended, internationally inspired”. Untapped.
Premium box, test-tube novelty, ribbon-ready. Strongest existing angle.
The shared tasting moment (img 8) is the best emotional cue — underused across the set.
Premium look supports price, but no content explains why £40 vs a £15 set.
Brand’s health language is a TOS minefield on Amazon — keep it off the banners.
What’s working —
and what’s costing sales
What the design is saying
— and what it should say
Dark background (compliance risk), and a wide horizontal composition that letterboxes inside the square thumbnail — the box fills only ~55–60% of the frame, so the product looks physically smaller than competitors in search.
There is no information design in the set at all — no size, no heat scale, no flavour map, no how-to-use. Nothing to assess; everything to build.
The three-tube sauce-swirl shot is excellent — texture, colour, appetite. This is the visual language the rest of the set should borrow from.
The restaurant tasting (img 8) is the strongest — genuine expressions, real social occasion. Others are flatter: the sofa shot is low-energy and the box angles often hide the flavours.
Not present. The biggest opportunity area — this is where the world-tour story and the £40 justification should live.
No Brand Store visible from the listing — a clear gap, since serious gourmet competitors run a full branded store.
The evidence
Dark background · TOS risk
Strongest frame
Flavours unreadable
Best emotional cue
Off-season in June
Low energy
Colour & typography
Colour temperature: the near-monochrome black world reads premium — but for food it works against appetite. Right now it says “luxury spirits / tech”; it should say “gourmet heat with global colour.” The fix isn’t to abandon the black — it’s to let the sauce colours, fresh chillies and ingredients bring controlled warmth and vibrancy against it (exactly what image 5 does).
Typography: the on-pack wordmark is clean, but there is no listing-image type system because there are no infographics. That’s an opportunity: a single Roboto-style headline scale + heat-ladder iconography, applied consistently across a new banner family.
Three ways to fix it
Three packages, from a fast listing refresh to a full brand presence on Amazon. Every package includes the audit — so the work is grounded in the analysis above, not guesswork.
How we work
Audit & plan
We analyse the listing, competitors and niche, then map the full content plan — exactly what each image and module must say, and why. Nothing gets designed before the strategy is set.
Design the system
We design the entire visual system as one coherent family — hero, banners, A+ and brand story together — so every asset shares the same language, not a set of isolated images.
Presentation
We present the finished system, walk you through every decision, and hand over Amazon-compliant, ready-to-upload files.
- Hero image (white, 2000×2000, frame-filled)
- 6 listing banners (infographics + lifestyle)
- Full visual audit & analysis
- Listing images — 7 banners
- A+ Premium Content — 7 modules
- Full audit + niche research
- Listing images (full set)
- A+ Premium Content — 7 modules
- Full audit + niche research
- Brand Story
The Retainer
A listing is never “done.” The market moves, seasons turn, and new products launch. Our retainer is a monthly subscription that keeps Chilli No.5 ahead long after the refresh — so the content keeps working while you focus on the business. A recurring monthly arrangement, scoped to your roadmap — not a one-off project.
- Seasonal creative rotation — swap Christmas / BBQ / gifting sets in and out on schedule
- Refresh under-performing banners based on what’s converting
- New SKU & variation launches (other gift sets, oils, flakes)
- A+ and Brand Store kept current
- Ongoing AI-generated lifestyle & food photography
- Competitor monitoring — so you react before they do
Ready to fix this?
Let’s turn a beautiful box into a listing that sells the journey.