On the spice route with the world’s finest pepper

An ethical company builds its brand through packaging design.
Branding, packaging, identity

Kampot pepper is the only pepper in the world with a Protected Geographic Indication (PGI). It is the Champagne of pepper.

A packaging redesign and logo refresh gave BoTree the tools to sell its single origin seasonings to consumers, prestige retailers and chefs—and support its pepper-growing community in Kampot, Cambodia.

Black and white sketch ideas for Botree logo tree.
Close-up of gold foil Botree logo on Red Kampot pepper packaging.

Updating the logo

A new, stronger ‘tree’ mark combines leaves of the bo tree with a stem of pepper berries. The bo tree, or sacred fig, gives its name to the firm’s farm in Kampot.

The brief didn’t originally include the logo but, after beginning work on packaging, we all agreed a refresh was needed. The client was keen to retain the existing typeface; reworking the logotype meant it could be given some air.

Botree logo in black and white. Showing old and new design.
Photo of 3 silver spoons containing Kampot white, black and red peppercorns.
Gail isn’t just a packaging designer: she has helped raise our brand.
Peter Schaebbicke
Owner, BoTree Seasoning

Brand repositioning

The existing BoTree packaging just wasn’t suitable for a luxury food.

High-end retailers loved BoTree pepper and its story—but knew it wouldn’t sell in its original packs. Inadequate labelling was also creating customer confusion about the different types of pepper.

Photo of old Botree packaging boxes for red, white and black peppercorns.
Previous BoTree packaging, with original logo.
4 new box designs fro Botree. 3 peppercorns and 1 seasalt.

Packaging fit for purpose

Good packaging doesn’t need to be elaborate or overly expensive.

The redesigned pepper packs completely repositioned the BoTree brand—sales into the premium retail market quickly followed.

The packaging had become the brand’s key asset.

4 brown card tubes with colour-coded stickers for Botree seasonings.

Confident, practical packaging

An elegant, second range of packaging marries form to function—with practical benefits.

The understated, generic tubes can be made in bulk. Individual, tamper-proof labels are easily designed and printed. Minimal investment (and storage) is therefore required for new products.

Intended only for use at fairs, the pepper tubes have become so popular that they are now sold widely.

Visual to show 4 brown card tubes with colour-coded stickers for Botree seasonings.
Photo of 10 Botree tins containing single source spices.

A seasoned brand expands

The now established visual language of BoTree extends into a new range.

In addition to its own pepper and salt, BoTree now sells thirty-four single estate and ethically sourced spices. Simplicity and use of colour make these sustainable and collectible: a visual and culinary treat.

Visual to show colour-coding for 34 Botree single source spice tins.
Visual showing 34 colours for Botree single source spice designs.

Making a difference with design

BoTree’s growing success in international markets has supported the community farming its pepper.

During the Covid-19 pandemic, support of the community in Kampot has become acutely important. Tourism ground to a halt, but sales of BoTree seasonings held up well.

It is of no surprise that many discerning retailers now stock BoTree products—these are some of the best products Gail has ever worked with.

And it is a source of great pride that packaging design has contributed to the sustainability of the BoTree community.


branding, identity, packaging design Gail Turpin Design
Photography Christopher Gow, Rick Booth, Angus Bremner