Turning up the tang
What we did:
- Creative Strategy
- Naming
- Verbal Identity
- Visual Identity
- Brand World
- Art Direction
- Campaign
The Brief
Dip & Drizzle is our first real product development in 230 years – so it has to be right. Help us set the direction for this with an energetic identity that’s also fit for future innovations.
The Insight
We want more bang for our buck! Consumers are spending less on comfort food, but still crave new flavour experiences to bring the excitement home.
The idea
Turn up the tang!
Accessible indulgence that amplifies flavour and hits home heritage, to excite a new generation of Sarson’s lovers.
Signalling a new dawn for the heritage brand, Dip & Drizzle is a versatile tangy condiment that you can put on absolutely anything in need of tang. So we built an identity and world that celebrates endless foodie possibilities.
Taking inspiration from burger bars and diners, we created a bold ‘drip’ to act as a beacon on shelf, along with a zingy colour palette topped with expressive patterns.
“We ramped up the fun and energy with bright colours, and used close-up, craveworthy photography to capture how Dip & Drizzle adds excitement to any eating occasion.”
Sam
Designer
For the tone, we created rhythmic lines stuffed with sensory language, and brought them to life through dynamic type and the iconic Sarson’s arc.
To reintroduce tang with a bang, we created an omnichannel campaign to capture the moment where the tang hits. Time slows down. Colour intensifies. And you can almost taste it in your ears.
“Tang can be hard to explain. But with the trust from the Sarson’s team, we took the theme and ran with it, celebrating tanginess in all its glory. It’s not something you’ll be passive about – it’s flavour you can feel.”
Jess
Client Director
Bold, saturated and sensorial, we made Sarson’s synonymous with big flavour experiences by heroing satisfyingly saucy food and playfully reactive facial expressions.
“The energy and passion that Robot Food brings to their work and in turn, the brands they work on, is contagious.”
Katy Holder
Brand Manager, Sarson’s
Making a splash nationwide across TV, out-of-home, digital and social touchpoints, the campaign targets anyone looking to make their next meal more memorable.
This is just the start of our story with Sarson’s. Watch this space for more.
