Rascal tastebuddies.
A real tastebuddie for your kitchen 🍽.
Rascal is a brand that sells mild chili sauces, veggie salsas and dips. The recipes are handmade with local ingredients (whenever possible). Each of the Rascal products has a surprising flavor that turns your dish into a culinary masterpiece in 1 2 3.
Discover how this brand came about.
Diensten:
brand strategy, brand name, corporate identity, packaging, website.
Klant: Rascal - on behalf of Ollie
Jaar: 2020
The strategy
After thorough category and consumer research, we noticed a clear gap in the market, between 'hot' sauces and 'good' traditional sauces based on mayonnaise. Niels Wyckstandt (Founder) seeing the potential of Rascal as a 'kitchen' buddy, we decided to also consolidate the pickled veggies and salsa under the brand.
Naming & identity
We were looking for a brand name that embodied the playful and humble nature of the brand. The products are all handmade, vegan and come from small farms. For the visual identity, we wanted a combination of that artisanal, but also the playful. Our goal was to stand out on the rack among all the other sauces.
Whatever it is, the way you tell your story online can make all the difference.
Niels Wyckstandt, founder of Rascal and a spicy guy.
Packaging
The packaging is central to this brand. Here it was important to create a playful and unique look that positions Rascal on the shelf. In addition to the visually 'solid' typography, we opted for a colourful 'string' that recurs on the various labels. Each product has a colour that hints at the pure ingredients of the recipe.
