Dr Will (Breaky) is a real doctor, with a belief that prevention is better than cure. He decided that if people were going to be pouring sauce onto their meals, it should be a healthy addition rather than a sugary one. In a joint effort by Breaky and restaurateur Josh Rose, Dr Will’s enterprise was formed.
We created the positioning, identity and packaging for the Dr Will’s range. The big message to get across was that this is about sauce that still tastes great. It’s made using just natural ingredients, and none of the normal refined sugars. We introduced the copy line ‘A healthy dose of flavour’ to strengthen Dr Will’s position — and to make sure this message is delivered in a memorable way.
The logo and all text are set in Value and Value Serif, a typeface family by Colophon Foundry that consist of 7 sans serif weights (Value) and a single serif font (Value Serif).