Macleod GLBA
Food & Beverage
Nando's
Pack Price Architecture and the iconic Peri-Peri bottle, built with McCormick's production.
Work by Gail Macleod, Stratcom Branding
Explore the architectureThe pack
Nando's Peri-Peri sauce bottles, Hot, Medium and Lemon & Herb, 125ml.
Seven of the twenty annotated bottle renders in Stratcom's Creating the Perfect Package presentation.
Select a numbered pointer on the image to see what it shows.
Engineering drawing for the round Peri-Peri bottle.
Select a numbered pointer on the image to see what it shows.
The range
Marinade bottle range, from a Stratcom presentation.
Interactive architecture
Designed inside McCormick's production line
The bottle was never drawn in isolation. Each decision was tested with McCormick's, who produced for Nando's, and with the glass maker, so the architecture could run at scale. Select a step.
- Stratcom
- Nando's
- McCormick's and glass maker
Nando'sStep 1 of 8
Brief
A universal iconic shape and design architecture for the Peri-Peri range, across twelve international geographies.
Source: Nando's contact reports and technical-meeting notes, Stratcom account files.
Interactive architecture
The pack ladder
One shape family stepped across sizes. Select a size to see what the files record about it.
Single-serve
Table
Family
Marinade
60 ml. Rapid prototypes made for the smallest size.
Source: Nando's contact reports and the Creating the Perfect Package presentation, Stratcom account files.
Testimonial
The iconic bottle shapes and Design Architecture finally produced by Stratcom over an 18 month gestation period are a shining example of comprehending the detailed brief specified by Nandos and delivering the class leading packaging that the Principal's strategic vision demanded.
In the person of Gail Macleod, we were able to fully explore the possibilities offered and her superb expertise in this field enabled us to successfully implement the brand mapping journey we envisioned.
The resulting sublime products, on introduction to the Retail Banners, showed unprecedented growth in most categories and further endorsed the market leadership position we enjoyed.
We are indebted to Gail and Stratcom for their dedication, incredible endeavour and brilliant execution.
Gail stands out as an exceptional strategic thought leader whose rare combination of commercial intelligence, brand expertise, creative thinking and systems-level perspective enables her to solve complex business challenges with unusual clarity.
This was particularly evident in her work around brand and packaging architecture, where she demonstrated an exceptional understanding of how a brand's strategic idea must translate into a consistent experience across markets, products and consumer touchpoints.
Through her current work in AI systems and her development of AgencyIQ, Gail is applying more than 30 years of brand strategy and governance experience to agentic AI.
Gail is not simply an experienced brand strategist, nor is she simply an AI practitioner. She is a strategic systems thinker with the unusual ability to understand where an organisation is today, recognise the forces reshaping its future and architect a credible path between the two.
I recommend Gail wholeheartedly and with considerable confidence.
There are strategists and creatives and then there are a uniquely strategic creative visionaries like Gail MacLeod.
Having worked on several projects with Gail at both Nandos and L’ORÉAL - I have found her to be exceptional at interpreting consumer insights into market related strategies that are globally relevant and effective.
A Pack Price Architecture project that upgraded the Peri-Peri bottle at the same time, developed with McCormick's, who produced for Nando's. In his letter of recommendation, John Paidoussi, CEO of Nandos Grocery International, writes that Stratcom produced the iconic bottle shapes and design architecture "over an 18 month gestation period".
Pack Price Architecture
Nando's wanted a universal iconic shape and design architecture for its Peri-Peri range across twelve international geographies. Stratcom treated it as a Pack Price Architecture project: one shape family, stepped across sizes, with a common foot diameter and a line-fit check at each step, so the range reads as one brand and runs on McCormick's line.
The same architecture upgraded the bottle: a new iconic shape, with the price ladder and the pack range designed together rather than one after the other.
Built with McCormick's
McCormick's produced for Nando's, so the architecture was developed with their production in view. Their line, the footprint of the new bottle, the glass and the conveyor all came up in the technical meetings and shaped the size ladder, including a common foot diameter on the 250 and 300 ml.
John Paidoussi, CEO of Nandos Grocery International, writes that Stratcom's core competency is brand essence platforms, brand positioning, brand architecture and marketing strategies, and that the iconic bottle shapes and design architecture were produced "over an 18 month gestation period".
What the files do not show
Price points, commercial terms and sales results. Commercial terms between Nando's, McCormick's and their suppliers are confidential and are not shown.