P&W Sauces
Task The sauce market in Germany is hugely competitive with some of the World’s largest brands fighting for market share. Within this category, there was an opportunity to segment the market by specifically appealing to the German consumer in a clever and memorable manner. If this could be achieved it would create an emotional bond between the brand and its consumers and give an undeniable edge for the brand over and above any rational reason to purchase.
Solution Before starting design work, significant strategy took place to discover a number of strategic directions in which the brand could take. One positioning looked to release the founders of the Company and add the personal touch to the P & W brand.
Mr Puttkammer and Mr Walke have therefore been introduced to become the natural voice of the brand. In a World of created personality brands, this solution is a natural conclusion to the identification of a unique and totally protectable brand equity.
The design for the packs will inspire consumers with high quality photography and give a much stronger feeling of a brand that although having traditional values is very much a brand ‘of today’.