Celebrating HP’s Brand Story

Garton’s Sauce changed it’s name to HP Sauce in 1895 when it’s owner heard a rumour that his sauce was being served in the restaurant in the Houses of Parliament (back when Politicians were paragons of virtue). Whether fact or an early example of canny marketing the name stuck and the anecdote stoked the brand’s success. In the last 20 or 30 years the story seems to  have fallen into obscurity despite the main illustration.

We created this brandmark for HP in 2007, during our time at design agency Cowan. By bringing the story into the brandmark itself we helped HP to retain it’s heritage across all packs and ranges, as well as off-pack. Sadly HP was redesigned in 2009 and the new brandmark removed. We would love to see it re-instated. How about you?