B&B studio has redesigned Dr Will's brand identity and packaging. Launched in 2017, with a mission to make healthier versions of ketchup, mayonnaise and BBQ sauce, the brand relies on natural sugars and healthy fats to create products with zero compromise on taste - the raison d'etre of the condiments category.
B&B's design brings flavor to the forefront with full-color labels that create a rich and foodie palette across the range. The design introduces a new brand equity - an exclamation mark - executed on pack in complementary color tones and featuring an ever-changing dot to designate flavor. From a tomato or beetroot on ketchups, to an egg or avocado on mayos, the dot delivers additional taste cues in a fresh and witty way.
As a small brand in categories heavily dominated by big mainstream players, Dr Will's has to make an impact where it matters - on the supermarket shelf. Traditionally, niche sauce brands conform to premium codes that successfully communicate their product superiority, but can get lost on shelf and tend to alienate more mainstream consumers. For B&B, creating a design that captured 'mainstream premium' was essential, enabling the brand to broaden the appeal of better-for-you sauces and encourage consumers to question what goes into the dominating brands. The exclamation mark was the perfect design solution - instantly grabbing attention at shelf and challenging the habitual behavior that characterizes shopping within the sauce aisle.
The design is accompanied by playful messaging that brings clarity to Dr Will's difference and delivers product information with a punch. "The new Dr Will's identity combines stand-out with sophistication for a brand that feels premium, yet utterly accessible," commented Shaun Bowen, Creative Partner at B&B studio. "We've created a design that celebrates flavour and sets the stage for the brand's fast-growing range of condiments. Clean and simple with a big personality, it perfectly captures the essence of the product."
