Whom
Casa de negustori Copou is one of the producers of the traditional “Tecuci mustard”, having in its portfolio other products such as mayonnaise, tomato broth, tomato paste.
What
concept and label design
When
2018
Brief
The creation of a new brand of mustard, ketchup and mayonnaise – a series of high quality products, made without sugar and using natural ingredients. The series includes several varieties of mustard – with mustard seeds, with tarragon, with hot peppers, with dill, hot and sweet ketchup, mayonnaise. The brand market the young population, generations x and z and have a vintage look.
Challenge
The brand has a character’s name that must be represented visually according to the brief. The design of the labels must preserve the vintage look and differentiate the product variations through a specific element, as well as adapting the labels to different containers.
Execution
After careful market analysis, products and client’s expectations, we chose the brand archetype to be The Everyman – connections category, sending messages a large community and promoting the stability of the traditional.
We drew Conu’ Tache character as a well-to-do, gourmand and friendly 1850’s citizen, the head of the family who spent time on the terraces of Bucharest (or from other cities), eating minced rolls and drinking beer, with a mustache and a hat, “with clear principles” and the desire to offer everyone real taste experiences. He is an empathetic, honest and down-to-earth guy.
The labels follow the vintage line, being designed in few linear colors and with drawn elements. Differentiating product variations is done both by color and by a drawn main ingredient.