What Good Branding Can Do III - Ayo Mayo
Make Food Fun!
I may be biased but so far, Molly Baz can do no wrong. Her dynamic food paired with eccentric brand voice and vibrant yet simple branding is a visual playground for adults - which is an underrated and welcomed.
I first heard of Molly Baz from Bon Appétit. They were quite a force for a time on Youtube, and she was a part of it. There, she built a community and her name. When the band split, she hopped over to L.A. and started the empire we know now.
She has quite a few ventures, but you can rely on a consistent through line stylistically. Today, we’re looking Ayoh Mayo and putting words to what good branding can do - Molly Baz style.
What Are We Looking At - Ayo Mayo
Brand Identity:
On it’s face and without research, putting words to Ayo’s brand identity push me to use bold, bright, and vintage. If there were a person that Ayo looked like, I’d say they’re a stylish early-in-their-thirties man or woman who loves cooking, spunk, and enjoys a trend or two. (Hi Hailey Bieber lip gloss phone case ft. an Ayo pack).
Now, here’s some analysis paired with research:
The design team definitely looked to diners and deli signs across America and conducted extensive research on them in developing Ayo’s identity. Why? Baz has a deep love for historic sandwich shops, delis, and diners. "These places embody American culinary heritage, with recipes handed down through generations, and Molly's vision is to capture those chef-level flavours, making them accessible at home and bring the essence of the sandwich shop right to your countertop," he (Alex Center) explains.
The goal: create a brand that could become an 'instant classic'.
Logo:
Based on my research, the logo is a custom wordmark coordinated by Center Design and created by lettering designer Alec Tear. It speaks perfectly for the product - rounded, soft, perfectly imperfect, and as this article would say, “goopy” - meant to mimic the sauce. Equally, it ties in the vintage euphremia that Baz and the design team set out to achieve for this brand.
Type
ABC Rom from foundry, Dinamo—is blocky and easily legible. This was chosen to mimick menu boards.
The script typeface is Kaufmann and was originally designed in 1936. It certainly adds a retro, friendly touch and is full of character without having that brush script look that retro type typically falls into.
Color Palette
Ayoh's colour palette proves this is a Molly Baz brand. It’s bright and colorful, but simple. Made of orange, green, blue and yellow - the palette is a tribute to the Formica surfaces found in classic diners. "It feels both flavorful and familiar," says Center.
These hues were chosen to contrast the sea of beige typically used in this category and to signify the radical flavours inside the bottles.
Voice
Ayo’s voice is Molly’s voice. This is an example of the stylistic thread that runs through all of her projects. The brand voice is playful, uses abbreviated versions of the words (in a way that makes sense somehow), and is very conversational. It also starts with the name, Ayoh!
Website Design
The website is simple, bright, and right in line with the brand that was built. It has that deli-look but it’s still fresh.
Social Media
Social media is typically where the visual branding of a business steps to the side and Ayo is no exception. BUT, there is a huge opportunity to open up, create some lifestyle appeal, show something unpolished, and attach your brand to some fun cultural trends. Ayo does a fantastic job at this. From fun collabs, pop culture references, educational ways to use the product, to inspirational recipes, there seems to be a feeling of controlled chaos which makes them feel more authentic. And authenticity is key as social media progresses.
Origins of the Design
The design team pulled inspiration from renowned institutions like Langer's, Canter's, Schwartz's, and Wolfie's - old school markets with sign-painted typography, typically. These groups are quintessentially American and have shaped America’s deli culture. It makes sense that to create a product with aspirations contributing to that very same deli culture and perhaps being considered by the greats, you reach for the icons themselves and align yourself with them.
Sources:
https://www.creativeboom.com/news/center-rebrands-category-disruptor-ayoh/
https://youtu.be/ST1HsNG7Haw?si=CY6NLmA77YTO4EoB
