The Challenge
Kavli-owned Johnny’s is Sweden’s market leader in mustard but has managed to keep the attitude of a challenger. A playful, distinctive love brand with more potential than its current product range reflected. The opportunity Johnny’s saw was to take that brand strength into a new category and expand the portfolio with products made especially for the grill.

The Solution
Staying true to Johnny’s unmistakable tone of voice, we created the new sub brand Barbeque Buddies built on a wide range of BBQ sauces, rubs and chips designed for everything that happens around the grill, before, during and after.

Inspired by both music and barbecue culture, the concept brought Johnny’s humour and attitude into a highly competitive category dominated by established players. The bold visual identity built on the existing brand platform while giving the new range a world of its own. The result was one of Kavli’s most successful product launches to date.

Johnny’s Barbeque Buddies has received several industry accolades up to date. The concept won Campaign of the Year 2024 at a ClearOn Event and 75-wattaren 2025 in the Strategic Design category. In 2026, the packaging design was also nominated for a Packnorth Award (the winners are yet to be decided).