Ayoh, Molly Baz’s new mayonnaise brand, has launched with a bold visual identity and packaging designed by Brooklyn-based agency CENTER. Molly Baz, known for her time as a senior food editor at Bon Appétit and her love for sandwiches, has infused Ayoh with a lively character that celebrates the craft of condiment-making. The brand introduces four flavors: Original Mayo, Dill Pickle Mayo, Tangy Dijonayo, and Hot Giardinayo. They are all packaged in 12-ounce squeezable bottles featuring a retro-inspired design.
Its standout wordmark is at the core of the brand’s identity, crafted in collaboration with designer Alec Tear. Drawing inspiration from vintage diner signs and old-school menu boards, the logo carries a nostalgic nod to classic American delis and sandwich shops. The lettering mimics the texture of mayonnaise itself, giving it a “gloopy,” fluid look that connects directly to the product. The playful curves and flowing style give the impression of movement like mayo being squeezed from a bottle. This slightly messy, tactile design highlights bold flavors and a relaxed, hands-on food approach.
The wordmark features an upward slant, adding energy and a handcrafted touch. Ligatures and connected letters keep the flow natural while showcasing the brand’s quirky personality. An exclamation point at the end adds a fun, enthusiastic note, reinforcing the lively spirit.
Below the main wordmark, the word “FOODS” appears in a clean, sans-serif typeface, grounding the logo with a simple, structured element. This contrast adds balance and ensures versatility across different formats, from packaging to digital platforms.
The monogram, a condensed version of the full logo, is designed for smaller spaces where the full wordmark might not fit. Its bold lines keep it recognizable even when scaled down. Though compact, the monogram could benefit from added textures to echo the playful, organic feel of the main logo.
Adding to the brand’s charm is “Sando Sam,” the mascot inspired by vintage restaurant artwork. Sando Sam features textured strokes and varying line thicknesses, giving him a hand-drawn, authentic vibe. Each version of Sam reflects a different mayo flavor, with unique expressions and accessories to match the product’s personality. This character adds a storytelling layer, creating a fun connection with consumers like classic mascots such as Mr. Peanut.
The ROM type family, blending Grotesk and Gothic sans-serif styles, is used for typography beyond the logo. This choice complements the retro-modern aesthetic, offering clarity and character. The bold, condensed fonts work well on the packaging, guiding the eye and emphasizing key information.
The color palette bursts with vibrant, saturated hues, reflecting the boldness of the flavors. Bright colors make the packaging stand out on shelves, while subtle textures and shadows add depth without cluttering the design. Illustrations of ingredients keep a playful, slightly cartoonish style, aligning with Sando Sam’s look and helping consumers quickly identify flavors.
New branding balances nostalgia and modern flair. The design system celebrates classic sandwich culture while offering a fresh, energetic twist that sets it apart in the condiment aisle.
