Kraft challenged us to create a design system for a new line of speciality mayonnaises developed specifically for sandwiches.

We were inspired by the idea of the perfect deli sandwich which led us to create a unique shrink-wrap design for each flavour that transforms a standard squeeze bottle into a life-sized sandwich. Each flavour has its own unique sandwich chock-full of delicious ingredients, with the band then providing strong differentiation across the flavours and further communicating the idea of fresh-from the-deli taste. The unexpected concept prompts curiosity and interest at shelf while the execution then provides inspiration and appetite appeal.

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