Molasses Sydney

ABOUT

LISTEN / BRIEF
Ben from Ben’s Canteen wanted to create a standout, standalone brand for Bloody Bens (sauces, condiments and mixers), a product manifestation of what they use at their local neighbourhood restaurants.

Ben aims for a better quality of product, allowing more consistent, enjoyable experiences, more often. He wants to shake up the category (pun intended…), because life’s too short for average.

RESPONSE:
THINK
Over the last few decades there have been numerous organic, craft, artisan product trends and claims, to the point where it’s almost expected.

Bloody Bens isn’t about claims, the products are designed to not only be of better quality and flavour but also to be experimented with, truly reflecting what inspires Ben.

We identified a target (‘Masterchef’) segment; they want to find their physical, something outside of their daily digital lives, a brand they can play with and make their own. They are both the professional and amateur bar tender and chef.

We explored where this target was playing – within the bar, pub and restaurant scene – independents, specialist and ‘posh(ish)’ stores and aspired to create a brand can transgress these channels.

CREATE
We defined a positioning around well crafted, tongue-in-cheek, posh(ish) space and attitude, creating a brand that focused on our segments’ aspirational and emotional need. Something they could make their own and definitely not just another sauce – ‘Anything but Ordinary’.

We developed a premium brand identity, Bloody Mary Mix packaging (330ml CONSUMER and 750ml BARS) and initial visual platform from which to launch our ‘anything but ordinary’ brand purpose, currently coming to life as cheeky POS for the identified shopper environments and missions.

MADEIT CREDITS

  • BenClient
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