The challenge
By now our STRESSED and EXAGGERATED approach to Mustard’s new brand was established. (You can read about 15 years’ of strategy here, see the website here and the mailers here.) Kimpton Creative had the idea to produce grey and black pencil sets with infinitesimal differences in shade / hardness, to match the picky theme. But could we push it further?
What we did
Create the ultimate impossible brief as a kind of spoken client request for a combination of absurdly, whimsically specific blacks and greys. Mustard, as always, deliver. We did something similar for the tea mugs.
What happened next?
Poking gentle fun to reveal the truth in a situation (and our client’s strength) seems to have gone down well, judging by feedback – hats off to Mustard for opting for boldness. The pencil box won Silver for Writing for Design at the Fresh Awards 2020, and a D&AD Wood Pencil, also for Writing for Design; Mustard have won several new clients.
