Kraft Design & Branding MAYO SANDWICH SHOP by Turner Duckworth: London & San Francisco

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Industry Sauces
Media Design & Branding
Market United Kingdom
Agency Turner Duckworth: London & San Francisco
Released May 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: KRAFT
Product/Service: MAYONNAISE
Date of First Appearance: May 1 2010
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Design Director: Sarah Moffat (Turner Duckworth: London & San Francisco)
Designer: Tanawat Pisanuwongse (Turner Duckworth: London & San Francisco)
Photography: Scott Peterson
Typographer: Dan Becker
Production: Craig Snelgrove (Turner Duckworth: London & San Francisco)
Media placement: bottles - Supermarkets - 1 May 2010
Describe the brief from the client
Kraft challenged us to create a design system for a new line of speciality mayonnaises developed specifically for sandwiches.
Describe the challenges and key objectives
Our overall challenge and objectives in this project were to create an extendible design system for a new to world offering that would clearly communicate the product offering and stand out in the cluttered retail environment.
Describe how you arrived at the final design
We were inspired by the idea of the perfect deli sandwich which led us to create a unique shrink-wrap design for each flavour that transforms a standard squeeze bottle into a life-sized sandwich. Each flavour has its own unique sandwich chock-full of delicious ingredients, with the band then providing strong differentiation across the flavours and further communicating the idea of fresh-from the-deli taste. The unexpected concept prompts curiosity and interest at shelf while the execution then provides inspiration and appetite appeal.
Give some indication of how successful the outcome was in the market
Not applicable