Sir Kensington's Appetite for Change
Appetite for Change is a Women’s History Month campaign for the condiment brand, Sir Kensington’s, to reinforce their mission to spread the connection between food, culture, and planet.
Communicating the Mission of the Brand
The Background
Despite several recent attempts to rebrand, Sir Kensington’s can’t seem to find a look befitting for their curiously peculiar top-hat wearing brand character. Sir Kensington’s mission is packed into the three Ps:
Plate: Adding nutritiousness and deliciousness to every meal.
People: Food is the ultimate source for human connection across cultural and geographical differences.
Planet: Sourcing, growing, and packaging sustainably.
Now that’s a pretty dang good mission, right? Yes, yet this deeply passionate messaging is lost within the current packaging system. There’s nothing particularly revolutionary about the current designs or brand kit.
+ Packaging Design
+ Illustration
+ Collab with Existing Brand
+ Campaign Development
+ Market Research
Food and its Connection to Culture
The Challenge
Dialing into an established brand meant maintaining the integrity of the brand, while creating a refreshed look that will communicate clearly, yet remain recognizable for loyal customers. Sir Kensington’s recognizes the rich connection that food has with cultural heritage and tradition. Sharing a meal is a way people learn across cultures. The campaign showcases women across the globe and their contributions to environmentalism and sustainable farming, ranging from India to Sweden to Kenya with condiments native to each country's cultural identity.
Visually, the campaign introduced a new series of patterns and illustrations to further the concept of the campaign and create visual interest. The color palette remained true to the original brand, adding only a few variations of green. Inspired by the iconic and universal understanding of the recycling symbol, a set of three marks were created to meld that symbol with our mission. Each mark is displayed within the patterning as well as the lids of the jars.
Inspirational
Wholesome
Purposeful
Unity
