Creating a punk inspired postmodern mayo brand for a new generation of fanatics
Good Fat, a vibrant young Sussex startup, approached us to develop a brand identity and design packaging for their innovative avocado oil mayonnaise products. As a small batch, craft condiment company, with the company strapline ‘unashamedly fatty avocado oil mayo’, we knew we had to deliver a brand as loud and as bold as their full-on flavours.
Good Fat, a vibrant young Sussex startup, approached us to develop a brand identity and design packaging for their innovative avocado oil mayonnaise products. As a small batch, craft condiment company, with the company strapline ‘unashamedly fatty avocado oil mayonnaise’, we knew we had to deliver a brand as loud and as bold as their full-on flavours.
As with all of our projects, we began our design process for Good Fat with a creative workshop. We evaluated the competition, current design trends and discussed different ideas and directions the brand could take. With such bold and provocative name, we all agreed the Good Fat brand needed to be playful but brash to reflect the brand’s love or hate stance.
Going shoulder to shoulder with global monoliths such as Hellman’s and Heinz, we knew Good Fat needed to stand out from the crowd. We drew inspiration from the counterculture punk movement and modern anti-establishment brands such as Brewdog and Rude Health to develop the unique look and feel. Through extensive design and typographic exploration, a bold and brazen brand began to take shape.
As a consuming packaging project, we knew the products needed maximum impact on the shelf. As such, we decided that the company name ‘Good Fat’ should play second fiddle to the title of each flavour, so customers can clearly differentiate each flavour on the shelf.
The use of punk brush fonts, rough background textures and vibrant colours injected attitude into the product labels, whilst playful puns were penned to add cheeky personality and approachability.
With Good Fat happy with identity and label design nearing completion we turned to packaging. For such a brazen brand we knew only bold would do. We contacted several glass manufacturers for sample jars before selecting a rare and exclusive Italian wide mouth jar with matching 70mm deep lid – something substantial that would have maximum impact on the supermarket shelf.
We specified a natural uncoated substrate for the labels to give a rough tactile feel which lent itself naturally to the gritty background textures used in each of the label designs.
Throughout the project we created 3D product mockups at each stage modeled on the exact jar and deep dish lid specifications. This helped to bring our ideas to life and allowed Good Fat to visualise our vision for the brand.
As soon as the label artwork was approved we were able to finalise the 3D product renders and create a coherent set of product shots for Good Fat to use in their pre-launch marketing campaigns before a single jar of mayonnaise had rolled off the production line.
Identifying the target market to be 20-45 year old foodies and fitness fans we determined that Twitter and Facebook were not the right social marketing platforms to promote the product. Instagram, however, with it’s young millennial demographic and culture of food/fitness influencers was the perfect platform. We created a series of pre-launch graphics and short animations, along with a unique retro gaming themed ‘Pick your player’ campaign for Instagram users to pick the next mayonnaise to be produced.
Whilst fine tuning their recipes for full scale production, Good Fat asked us to create a promotional A6 brochure to send out to their Instagram followers, to introduce the brand and set out their mission. We came up with the idea of a ‘Mayo Manifesto’, a bold political party inspired booklet brimming with images of avocados being smashed with sledgehammers and playful puns.