Dr Will’s
No gunk.
No junk.
Creative Strategy. Visual Identity. Packaging Design. Copywriting. Artwork. Print Management.
On a mission to make healthier versions of ketchup, mayonnaise and BBQ sauce, Dr Will’s relies on natural sugars and healthy fats to create products with zero compromise on taste – the raison d’etre of the condiments category.
FULL-ON FLAVOUR
Our rebrand 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 dominated by big players, Dr Will’s has to make an impact where it matters – on the supermarket shelf. While other niche sauce brands conform to craft codes that communicate product superiority, but get lost on shelf, we aimed for ‘mainstream premium’ to broaden the brand’s appeal. The exclamation mark was the perfect design solution – grabbing attention at shelf and challenging the habitual behaviour that characterises sauce shopping.
