Condiments with a cause receive British Armed Forces-inspired design
Bluemarlin creates new identity for Forces Sauces condiment brand to support Stoll and The Royal British Legion
In an industry first, Veteran’s charity Stoll has worked together with integrated brand design agency bluemarlin (http://www.bluemarlinbd.com) to launch Forces Sauces, a new range of table sauces that support vulnerable and disabled ex-Servicemen and women across the UK, as well as those currently serving.
This unique British brand marches into retailers this month with two of the nation’s favorite flavors, Corporal Ketchup and Brigadier Brown. Six pence (GBP) from every bottle sold is donated to Stoll and The Royal British Legion.
Partners from the outset, bluemarlin worked on every aspect of Forces Sauces’ brand creation including positioning, 2D/3D packaging, tone of voice, and commercial realization. The agency also helped identify a manufacturing partner and engaged its clients in charitable pro bono work.
The new look features an iconic, proprietary ‘soldiering’ structure, military-style graphics and punchy on-pack copy, which together bring Forces Sauces’ unique charitable proposition to life.
Bedecked in the colors of the three arms of the British Armed Forces, Forces Sauces is the true story of one man’s courage and determination to give back to Stoll, the charity that supported him when in need.
Bob Barrett joined the Army in 1967 to serve as a Queen’s Life Guard. When diagnosed with cancer in 2004, Bob was in need of accommodation and support. As a Veteran, Stoll’s door stood open for him.
Even whilst recuperating, Bob was eager to find ways to raise money for the charity. In 2005, he opened The Beef Kitchen, serving hot roast meat baps at Stoll’s entrance gates.
In 2008 he founded Pryors Bank Café, an eatery run by a team of Veterans with an apprenticeship program supported by The Royal British Legion. And it was in 2009 that Bob created Forces Sauces, born out of a virtuous circle designed to create opportunity.
With the national launch of Forces Sauces, Bob has created a legacy of charity, gifting the brand to Stoll so they may continue to help even more Veterans get their lives back on track.
“Forces Sauces is the kind of project that we at bluemarlin love to do: branding that brings about positive social change through creativity,” explains bluemarlin CEO Andrew Eyles. “The packaging encapsulates Bob Barrett’s determination and entrepreneurial grit. We hope it becomes a staple on every British table, a proud tribute to the true heroes who serve our country.”
Kate Gay, Forces Sauces’ Brand Director, comments: “Forces Sauces is founded on a personal and heroic story, and it is the spirit it captures that makes it such a unique brand. bluemarlin championed the brand, bringing it to life and crafting its distinctive uniform. Thanks to the agency’s creativity and vision, Forces Sauces’ dreams of mainstream retail have become a reality.”