Scout Mustard Spread & Dip
Scout is a versatile, Wisconsin-made mustard spread & dip made for a new generation of food-lovers. This isn't your grandma’s mustard... Well actually it kind of is, but it’s become so much more than that. It's a game-changer, a barrier-crosser, a rule-breaker. It’s a product made for meat, beer and cheese lovers (insert Wisconsinite), but it also feels right at home with oysters, wine and champagne. It’s THAT good. Simply put, there are no rules. Total mustard anarchy.
-
Food & Beverage
-
Full brand identity, packaging, product photography, stationary, merch
-
Spring 2023
Background
Scout was born from a family recipe. Founder, and life-long Wisconsinite Luke Eshleman grew up on this stuff. It was his grandmother’s recipe, and his mother carried on the tradition within the family. Of course it didn’t have a name back then, but everyone LOVED it. They used it on (and in) everything. After a lifetime of using it, Luke decided he needed to share it with the world. And so, in 2023, I partnered with Luke to breathe life into the brand and launch it into the mustard stratosphere.
Scout’s visual language is a blend of down-home soul and quick-witted humor. This product knows who it is, where it came from and where it’s going. So, the brand feels no need to conform. It evokes a quiet confidence that even John Wayne would envy. A little rough around the edges at times, but it can surprise you with sophistication and style. Sure, the brand can be a little kitschy, but not in a hipster yuppy way. In a “what you see is what you get” kind of way.
Scout is the type of product that people don’t leave home without. Put it right up there with jumper cables, a Swiss army knife or that extra pack of Camel Lights. Consider it a provision of sorts. You never know when you’re going to need your jar of Scout.
It’s that positioning that helped influence much of the brand’s visual language. There is no ignoring the (not so) subtle nods to boy scout memorabilia. And because Scout is so versatile, the need for a little education on how to use the product pairs perfectly with the “how-to” attitude of the boy Scouts. We like to approach the brand language as a sort of “field guide” to the art of mustardry. Sprinkling in tips, tricks and recipes wherever possible.
