Description:

For too long we Kiwis have stacked our cupboards with mundane mayo, stale sauce, and condiments without character. When did dinner become so boring?

Springbrook Foods came to us because they wanted to flip the tables on mayonnaise. They had an ambitious and delicious new mayo, and they needed an exciting brand to go along with it.

The brief? Build a brand from scratch—something with enough personality to stand out in one of New Zealand’s most competitive supermarket categories. And in a space dominated by one big overseas player? We couldn’t afford to play it safe.

We started with the idea that mayo isn’t the main event—it’s the ultimate sidekick. It’s the condiment that rides shotgun with other foods. That became the heart of the brand: SideCar, the ultimate taste-bud buddy. A name full of character, a voice with local swagger, and man’s best friend as its icon.

Everything about the brand needed to be big, bold and full of fun. From copy to colour, typography to tone, every detail is designed to connect with real shoppers and reflect the everyday joy of good food and great company.

SideCar launched with a full suite of branding touchpoints—from label design and photography to digital rollout and in-store activations. We validated the packaging with consumer feedback to ensure real-world impact, and early rollout across 200+ stores built on that momentum, positioning SideCar as a category disruptor with both charm and commercial traction.