Creating a dramatic new brand world for Belazu

Food. More than mere morsels. Fuel for survival. Or Instagram fodder. Its true calling lies beyond the frying pan and stirring pot. The plate is not where the journey ends. It’s where it begins.

We wanted to add fuel to the flavour and go from good to great in a glug. ‘Add drama to every bite’ captures our belief in the power of the simplest ingredients to turn any dish into a culinary crescendo.

The Challenge

Belazu was a brand loved by chefs the world over. A favourite of restauranteur Yotam Ottolenghi, the brand was synonymous with products created from the best natural ingredients and that packed a reach punch in flavour whether you’re using their olive oils or their pestos.The brand wanted to extend its reach further, and reach at-home cooks. But in a crowded supermarket shelf, and with less premium, cheaper alternatives on the market, how could Belazu both maintain its premium positioning and get people to upscale their sauces and oils?

Attention Seeking

Home cooking has become more than a chore, it’s a creative outlet, a love language, a form of self-expression. People aren’t just feeding themselves, they’re flexing taste, trying new things, chasing that restaurant-level hit in their own kitchens. In this culture, flavour isn’t optional. It’s the whole point. So instead of talking ingredients or origin stories, we tapped into the mindset of modern cooks, the ones who want their food to make a statement.

Add drama to every bite became our rallying cry.

With bold, cinematic visuals and full-throttle flavour moments, we repositioned Belazu as more than just a premium product, it became the shortcut to restaurant-level impact at home. A brand for cooks who want their meals to say something..