Wattie's Tomato Sauce Gets A Refresh
by Shawn Binder on 08/05/2020 | 2 Minute Read
We're digging the label refresh for Wattie's, a beloved New Zealand ketchup brand. The kinetic, cursive font is youthful, fun, and distinguishes Wattie's from other competitors in the ketchup sector. It can be a challenge to establish your brand design given that red is such a key color in most brands. Thankfully, Wattie's new text logo is striking enough to do the trick.
For over 80 years Wattie’s has been bringing generations of Kiwis together to share and enjoy great food.
While the brand has always been held dearly by New Zealanders, it was starting to lose its relevance with younger audiences and struggling to connect with those who had recently arrived in the country.
Tasked with taking the brand forward for the ‘new’ New Zealand, we have injected life back into Wattie's wordmark by playing on the quirky personality of some of the letterforms that were so iconically Wattie’s, and weaving a more natural flow and craft into it. We like to describe it as finding the perfect meeting point between heritage and modernity – comfortable but intriguing!
Wattie’s Tomato Sauce, arguably one of the most iconic New Zealand family pantry staples, was the first range that the approach was applied to. With the reveal of the brand’s new look, we ensured that Wattie's continues to have pride and prominence on shelf and with consumers.
- Client: Wattie's
- Creative Director: Alex Butenko
- Lettering Artist: Charles Stewart
- Food Photographer: Shaun Cato Symonds
- Product Photography: Shadowlands
- Product Stylist: Kayla Jurlina
- Designed by: United Brands
Olberding Brand Family
Technical Color Manager