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Bold Punctuation on Condiment Label Compels Consumers to Stop and Think

An attention-grabbing exclamation-point logo for U.K. condiment brand Dr. Will’s dominates new graphics for the packaging of its all-natural ketchup, mayo, and BBQ sauce.

Dr. Will's AFTER the redesign
Dr. Will's AFTER the redesign

All-natural, U.K. condiments brand Dr Will’s has unveiled a transformation of its brand identity and packaging, with design by B&B studio. Launched in 2017 with 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.

B&B’s design brings flavor to the forefront with full-color 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 color tones and featuring an ever-changing dot to designate flavor. Says B&B, 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.

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