Undoubtedly, the nation’s favourite mustard brand, Colman’s captures a unique place in our hearts and minds and has been a family table centrepiece for over two centuries.
To continue its position as the ultimate mustard icon, we embarked on a brand redesign to creatively inspire newer audiences, while proudly celebrating the specialness of its heritage. We believed that ‘to evolve the brand for today’ we needed to go back to the beginning. By respectfully understanding where it's been... our outcome was clear... ‘Be distinctive, Be Colman’s’.
Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.
To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.
The centrepiece of the brand since 1855, we believed the bull needed a fresher, younger look!
We created our more irreverent, striking bull whilst retaining it’s original authoritative feel.
We created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.
Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.
By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.
We were inspired by the brand’s original logo and how it has grown to have an iconic place in our lives. The new logo pays homage to the brand’s heritage with a refined design that’s confident, modern and relevant.
After all, it is worthy of a royal warrant!
Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.
We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.
To celebrate Colman’s 200 year anniversary, we created a limited series of iconic jars to specially commerate the event. Involving its iconic adverts we recreated them ‘on-pack’ like never before.
Finally, our creation of the brands’ iconic products and extended identity system comes to life on-pack and on shelf, driving visual consistency through a new architectural system that amplifies the message... that ‘Colman’s has been feeding British families for 200 years, Colman’s knows what really matters’.
A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.
We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.
Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.
Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.
