CENTER rebrands category disruptor Ayoh

You might have seen bestselling cookbook author and recipe developer Molly Baz in the news this year, represented as a symbol of modern womanhood. Her current Times Square billboard for organic infant formula brand Bobbie features her breastfeeding her four-month-old son, solidifying her as a symbol of modern motherhood, but her fearless approach to redefining norms has seen some backlash.

Her first billboard that went up earlier this year – an ad for Swehl's lactation cookies – was ultimately taken down for being "too racy", according to the New York Times. But Baz's willingness to push boundaries and do things her way has made her a poster child for unapologetically embracing all aspects of femininity.

Now, she's bringing that same revolutionary spirit to her first consumer goods venture, a next-level range of saucy mayos. The branding for Ayoh was designed by New York-based studio CENTER, which is no stranger to working with high-profile brands and individuals.

The team recently worked on Tom Holland's non-alcoholic beer brand BERO and stressed the importance of building an identity that can stand on its own two feet, even without celebrity associations.

Ayoh has launched four flavours—Original Mayo, Dill Pickle Mayo, Tangy Dijonayo, and Hot Giardinayo—as a direct-to-consumer brand, with major retailers to follow. Being a self-proclaimed "sandwich freak", Baz immediately saw an opportunity to jump on America's sandwich craze and make fun and unique fillings more accessible to the masses. So, you don't have to break the bank to enjoy premium flavours or queue for miles down the street.

The brand identity's overarching theme pays homage to diner and deli signs from across America, reinventing their art-deco script style with modern flair. From the first conversation with Baz, CENTER learned about "her deep reverence for historic sandwich shops, delis, and diners", a shared passion that resonated with the team immediately, says the studio's founder, Alex Center.

"These places embody American culinary heritage, with recipes handed down through generations, and Molly's vision is to capture those chef-level flavours, making them accessible at home and bringing the essence of the sandwich shop right to your countertop," he explains.

CENTER conducted extensive research into vintage diner menus, signage, matchbooks, and advertisements, finding inspiration in renowned institutions like Langer's, Canter's, Schwartz's, and Wolfie's. The vision was to create a brand that could become an 'instant classic' and take pride of place on shelves for generations to come.

Center reinforces that the goal was "to design a brand that feels like it's always been here—a tribute to the enduring charm of the great American sandwich".

Ayoh is immediately recognisable thanks to its custom design logotype, also inspired by classic deli signage. CENTER collaborated with lettering artist Alec Tear to achieve the 'perfectly imperfect' look, which blends a vintage feel with a playful, slightly gloopy quality.

"It's almost as if it's written in mayo, with a subtle drip in the 'o' as a nod to that," says Center.

The supporting typeface—ABC Rom from Dinamo—is blocky and easily legible, nodding to sandwich shop menu boards. The script typeface—Kaufmann, originally designed in 1936—adds a retro, friendly touch to the descriptive flavour callouts on the label.

Ayoh's colour palette of orange, green, blue and yellow is a tribute to the Formica surfaces found in classic diners. "It feels both flavorful and familiar," says Center, explaining how the studio sought to evoke "the vibrant hues of a diner while keeping it fresh for modern tastes".

These hues directly contrast the sea of beige typically used in this category, signifying the radical flavours inside the bottles.

Photocopied pen-and-ink illustrations, zany sticker shapes, and Ayoh's hero mascot, Sando Sam, bring the whole identity together. Primarily featured on the packaging, Sam has a range of personalities depending on the flavour, serving as both a storyteller and brand ambassador.

Center describes how "stylistically, Sam is illustrated with an organic feel, using varying line thickness and textured strokes". He is a playful nod to other classic brand mascots like Mr. Peanut, the Vlassic Stork and the Morton Salt Girl.

The studio also designed the vessels themselves, suggesting utilitarian cylinder bottles like those used in sandwich delis. "This is on-brand with the idea of 'deli counter to your kitchen counter'," says Center, explaining why the bottle needed to be "beautifully simple, as the whole idea for Ayoh is making it easy to make a gourmet sandwich wherever you are".

Ayoh's big nozzle means foodies can get a decent dose of chunky mayo. "People should bring it to a picnic, toss it in the cooler, and take it out of the fridge to zhuzh up every meal they want a little extra sauce on," says Center.