G’NOSH was the brainchild of Charlotte Knight, a New Zealand entrepreneur and former marketing leader with a lifelong passion for food and entertaining. She created G’NOSH to bring to Britain the kind of premium fresh dips that are available in the fridges of New Zealand supermarkets, combining easy-going sociable food with a love of gourmet ingredients. 

Having been appointed by Charlotte to handle the concept design for her new brand, Mystery’s job was to disrupt the endless shelves of boring old hummus and 70’s style dips party packs with product design that reflected the pioneering nature of the brand.

Following naming [G’NOSH = Gourmet Nosh] and full brand strategy development, we were inspired by the hand-painted lettering of revolutionary campaign placards to crack open our paints and design a premium brand, combining custom-painted type with beautiful food ingredient photography.

We had a lot of fun designing everything from the packaging to the website, sales presentations, e-marketing, social media pages and launch marketing collateral.

For the G’nosh website, we wanted to create an interactive brand environment, giving the viewer the impression they were hovering over a table with delicious dips and ingredients laying on top of our hand rendered typography. Within days of launching, our innovative one-page design caused quite a stir on social networks which helped bring the fledgling product to a wide audience of interested foodies.

Following a launch in Selfridges flagship store, the brand quickly created a buzz on social media networks and it wasn’t long before G’nosh Gourmet Dips achieved national listing with Ocado and was listed in over 350 stores in less than a year.

G’Nosh went on to win several awards in its first two years of trade, including The Grocer New Star Product of the Year 2013 (Babaghanoush), Great Taste Award 2012 and Great Taste Award 2013. 

The brand was sold to Winterbotham Darby in 2015.