Colman's

What we did:

Brand strategy.

Brand creation.

Brand identity.

Brand guidelines.

Packaging design.

After decades of nostalgia, how do you dial up the heat for the next century?

‍

Undoubtedly the nation's favourite mustard brand, Colman’s captures a unique place in the hearts and minds of consumers. After being at the centre of the family dinner table for the last two centuries, Colman’s were beginning to experience negative sales and diminishing shelf presence. That’s where we stepped in. We grasped the opportunity to reimagine Colman’s visual identity and revive its fearsome reputation, providing the tools to broaden the appeal and stretch of the brand.

Challenge.

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’.

‍

Idea.

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 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!

‍

Impact.

To celebrate Colman’s 200 year anniversary, we created a limited series of iconic jars to specially commemorate the event. Involving its iconic adverts we recreated them ‘on-pack’ like never before.

Our creation of the brand's 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’.