Will is a real doctor, with a belief that prevention is better than cure. So he decided if people were going to be pouring sauce onto their meals, it should be a healthy addition rather than a sugary one. We created the positioning, identity and packaging for the Dr Will’s range.
The big message to get across was that this is about great tasting sauce. It’s just made using natural ingredients, and none of the normal refined sugars. We introduced the copy line ‘A healthy dose of flavour’ – to strengthen the Dr Will’s position and ensure this message was delivered in a memorable way.
Since our brand identity work, Dr Will’s is now stocked in Planet Organic, Harvey Nichols and available on Ocado amongst a host of other large scale retailers.