The mustard market is, generally speaking, quite vanilla. There are few “champion” brands, but the challengers hardly register in the minds of the shopper. It doesn’t help that even the category leaders have done little to distinguish themselves even from each other.
Strategy— Kozlik’s is known for its contemporary flavours and high quality. Competitors on the shelf tend to only have one flavour of powder, and rely on their heritage as a marker of quality.
Solution— A bold zag graphically: from the typical yellow tins to rich black. Three flavours are called out in circular mustard seeds, with a star-rating system to indicate heat level. Recipes and preparation methods are placed on the spine, educating consumers on potential uses.