MEATUP Brings People Together Through the Simple Ritual of Shashlik

Problem: An analysis of the meat sauce category revealed that, despite the wide variety of flavours and packaging formats, the market remains visually homogeneous. This is especially noticeable in the tomato and barbecue sauce segments, where brands repeatedly rely on imagery of fire, smoke, and hot grills, combined with dark colour palettes, heavy typography, and overtly masculine aesthetics. These conventions communicate the product’s purpose quickly, but they also make brands difficult to dis