Bolt down under

Usain’s Insane Hot Sauce — Working at speed was key to deliver this superstar sprinter’s new brand for a crucial New Year launch date. Created to celebrate Usain’s passion for spicy foods, this range of fiery sauces is based on Usain’s own family recipes and is exclusive to Coles Supermarkets, Australia.

Featuring Usain’s iconic “To Di World” victory pose, Foster + Baylis created a strong and consistent look that spans the three spicy flavours for maximum brand impact on shelf. The project was delivered using the Group model of integrated global teams to span geographic borders and meet the time critical launch date.

Disciplines: Brand identity. Packaging design. Design implementation. Production.

A runaway success from launch for the world’s fastest man in Oz, he is now eyeing other international markets.

Usain’s Insane Hot Sauce — Working at speed was key to deliver this superstar sprinter’s new brand for a crucial New Year launch date. Created to celebrate Usain’s passion for spicy foods, this range of fiery sauces is based on Usain’s own family recipes and is exclusive to Coles Supermarkets, Australia.

Featuring Usain’s iconic “To Di World” victory pose, Foster + Baylis created a strong and consistent look that spans the three spicy flavours for maximum brand impact on shelf. The project was delivered using the Group model of integrated global teams to span geographic borders and meet the time critical launch date.

Disciplines: Brand identity. Packaging design. Design implementation. Production.

A runaway success from launch for the world’s fastest man in Oz, he is now eyeing other international markets.

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