Brooklyn-based agency Center has crafted a bold, playful brand for Molly Baz’s exciting new venture, AYOH!—a line of must-have sandwich shop sauces that bring the magic of New York deli culture straight to your home. The packaging draws inspiration from classic sandwich shop menu boards, honoring the rich history of iconic New York eateries while adding a fresh twist.

With cheeky copy that keeps things fun (“you’ll never endure a bland-o sando again”), the brand injects personality into every bottle. A slice-of-bread mascot brings a bit of whimsy, while vibrant, poppy color palettes ensure it stands out on the shelf. Positioning the sauces as ‘sando’ essentials is a smart move, carving out a unique niche in the crowded condiment world.

The combination of chunky, vintage-inspired lettering and modern sans-serif typography ties everything together into a cohesive visual system. Bold, oversaturated photography of mouth-watering sandwich close-ups and people savoring their sandwiches brings the brand to life, making it feel irresistibly fresh and undeniably delicious.

Images from center.design