World of Zing is a food and drink range that comprises everything from artisanally made table sauces to award-winning craft bottled cocktails, all produced using the latest in molecular mixology and cocktail ageing facilities. To extend the brand’s fame beyond the South London foodies who’d been shopping the range at Brockley Market since 2014, World of Zing needed a clear brand purpose and visual language to grow the business, without losing its artisanal foundations. In creating a purpose and positioning for the brand, ‘flavour beyond ordinary’ became its mantra and ‘the pioneering mischievous guru’ the brand’s personality. The design inspiration came from the methodology used to create the sauces and spirits, and the brand now feels cohesive and premium, ‘made’ rather than ‘manufactured’. Before the redesign, World of Zing was in 10 on-trade outlets; now it is in over 150 including The Langham Hotel and Carluccio’s. Listings have been gained with Ocado, Harvey Nichols and Wholefoods and turnover in the first year after redesign leapt from £140,000 to £460,000. Staff numbers have swelled from just the founder to 12, and Diageo is now a partner.