All-natural condiments brand Dr Will’s has unveiled a major transformation of its brand identity and packaging, with design by B&B studio. 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 flavour to the forefront with full-colour 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 colour tones and featuring an ever-changing dot to designate flavour. 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.
David vs Goliath
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 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 behaviour that characterises shopping within the sauce aisle.
A dash of sauce
The design is accompanied by playful messaging that brings clarity to Dr Will’s difference and delivers product information with a punch. Shaun Bowen, Creative Partner at B&B studio, says: “The new Dr Will’s identity combines stand-out with sophistication for a brand that feels premium, yet utterly accessible. 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.”
Dr Will Breakey, Co-Founder of Dr Will’s, says: “We know that condiments are bought on auto-pilot but the big brands use a lot of additives and hidden sugar, and we want to give people a better, healthier option. We therefore needed a bold design that would grab shoppers’ attention, pique their interest and let them know that there’s a new sauce on the block. The new logo and exclamation mark brand equity works on many levels as it creates standout whilst being a nod towards the idea that change is needed in the category – and that people should stop and think before they choose what to buy. It also lets us have fun when differentiating our product variants.”
Dr Will’s newly-branded Tomato Ketchup is available at Waitrose and Ocado, with the rest of the range also available at Ocado.
Source: B&B Studio