The Condiment Company is a niche manufacturer of condiments, salad dressings and table sauces nestled in the South Downs National Park. With an illustrious client roster including high street restaurant chains such as Jamie’s Italian and GBK, they know a thing or two about condiments!
So when they asked us to help with an ambitious rebranding strategy of one of their key own brands – with a range spanning over 30 different products – we knew only first-class design, backed up by a solid brand strategy would do.
Their Sussex Valley brand had hit a glass ceiling. Sussex-based fine food retailers loved the range, but the brand had struggled to gain traction outside of the county. We proposed a sympathetic rebrand of Sussex Valley including a name change to ‘The Condiment Co’ so they could smash through the regional glass ceiling, appease existing customers and promote their own white-labelled manufacturing business.
With any food or drink rebrand it’s important to manage the transition from one brand to another. Consumers are creatures of habit, so we consciously designed the new product labels to have a familiar look and feel to the previous Sussex Valley designs so customers would recognise the brand.
Whilst the range has a distinctly premium look and feel that’s specifically targeted at fine food retailers, the price point of the range has always been affordable. As a result, we utilised metallic label substrates to create vibrant gold detailing without the added expense of hot foils.
Having seen first hand the success of Amazon for some of their manufacturing customers, The Condiment Company were keen to launch their own products on the marketplace. Amazon has very specific photography requirements, so we photographed and cropped all product packshots consistently to their exacting standards.
The result? The rebranding of Sussex Valley to The Condiment Co has been a resounding success. Direct stockist adoption outside of Sussex has increased month on month, wholesale orders are up and Amazon sales are going from strength to strength.