Dark designs to entice the new generation of man-cooks
When the iconic Whitlock’s brand was due for a transformation into F. Whitlocks & Sons, we took a turn to the dark side. Intrigued by original founder Fred Whitlock’s passion for hunting, we imagined how hunting and gathering could be playfully reinvented with the modern supermarket shopper in mind.
We riffed on a core idea of setting devious traps to ensnare ingredients to accompany the sauces, using layers of humour to create unexpected appeal in a product category that usually plays it safe and functional. Dark, subversive copy and classic illustrations played on the themes of humorous violence, aimed at getting the attention of the new breed of man-shopper in particular. Our goal was to rethink how sauces are presented and designed, to establish a truly distinctive and unique look that would add fresh life to an iconic brand.
The sturdy, classic glass bottles were inspired by the second life of packaging, we dreamed of their use in man caves and sheds, filled with bolts or rusty fish hooks to live on in posterity after their contents have been consumed.