SideCar Mayonnaise – The Ultimate Taste-Bud Buddy

For too long New Zealanders have stacked their cupboards with mundane mayo, stale sauce, and condiments without character. When did dinner become so boring? Here’s how we worked with Springbrook Foods to create a mayonnaise brand with personality.

Springbrook Foods came to us because they wanted to flip the tables on mayonnaise. They had an ambitious and delicious new mayo, and they needed an exciting brand to go along with it. They had one goal: start a revolution in refrigerators across New Zealand and put fun back on the table.

We developed the name ‘SideCar’ from the idea that mayo is the classic companion to good food. And with the tagline ‘The Ultimate Taste-Bud Buddy’ SideCar is here to bring life to the dinner table and make mealtimes memorable again. Scope of work included brand development, website design, pop-up activations and digital marketing.

Scope of Work

Strategy
Naming
Logo
Label Design
Art Direction
Photography
Merch
Vehicle Signage
Website Development
Social Media Marketing
3D Renders
Video

Jar of SideCar Mayonnaise
SideCar logo on a red background
Woman feeding man a chip with SideCar mayo on it
Group of Mayonnaise jars
Dog on a sidecar motorbike
Sample sachets of SideCar Mayo
Two kids eating mayo from the jar
iphone view of the SideCar website
Cuisine Magazine ad with stickers and phones showing an instagram homescreen

With Special thanks to Dan Allen and Nadia Mitchell for the photography, and Dan Petersen for the 3D work.