We launched this humble sauce following Levi’s Dragon’s Den win and have evolved it into the global brand it is today.
Our Levi Roots brand partnership began in 2007, when we created the original brand identity for his iconic Reggae Reggae sauce made famous by Levi’s musical pitch on Dragons Den. An instant success with the public, the Levi Roots range has since expanded into many different licensed products and categories resulting in a diluted brand execution. Our challenge was to put Levi’s passion back into the brand and drive awareness in a busy fixture.
Fast forward to 2020, our most recent work encompasses a full brand refresh aimed at putting Levi back at the heart of the brand. Refreshing the iconic range of core sauces involved getting back to basics and capturing the energy, passion and zest for life that Levi embodies, on pack. Levi is centre stage, across all products, with a number of dynamic, vibrant, brush painted portraits used to create pace, ‘put some music in your food’ and literally dance across the shelves.
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.
what we did
Two bold and iconic ranges that allow for range stretch, whilst being instantly recognizable and ownable, retaining Levi’s vibrant personality and passion, encouraging more and more people to ‘put some music in their food’.
Putting the expert back into My Expert Midwife, our new suite of brand assets allows for a consistent yet flexible approach across every day social engagement and key campaigns. The personality packed approach, puts the brand values at the heart of all touchpoints, setting My Expert Midwife apart from their more traditional competitors.
As part of our ongoing brand partnership, we are responsible for the graphical execution for all MEM campaigns, ensuring a cohesive, targeted approach across all consumer online, social and paid media. Recent campaigns include ‘putting the u back into mum’ developed to raise the importance of self-care in motherhood, coinciding with the brands third anniversary.
The new identity of the street food range of products captures the sunshine, vibe and excitement of Caribbean street food, evoking memories of exotic travels and holidays, perfect for injecting some spice into the mid-week meal!