I rebranded and packaged a set of three BBQ hot sauces (Pappy’s) that are award winning back in the USA for flavour, but not design. I wanted to connect a sense of history and narrative to the inconsistent Kentuckian brand while maintaining the brands already present tongue in cheek humour.
The brief was to create a campaign for Lego that helped distinguish it as being better quality than its competitors, but also to create an emotional connection with its audience. The black & white posters are showing items traditionally for parent & child bonding left in a state of neglect due to Lego taking their place. Oversized Lego bricks accompany these on the fronts and backs of tube trains, representing the superior ‘clutchability’ of Lego.