No Nasties / Who we are
An introduction. Not a creation myth.
It needs to be good in a sandwich.
Somewhere along the way, food got a marketing department. Now every jar needs a philosophy, a heroic backstory and a founder who apparently discovered their purpose beneath an olive tree.
You wanted lunch.
You got a manifesto.
The actual introduction
A new food business, starting with mayonnaise.
No ancient family recipe. No fictional farmhouse. We want to make something we’d be happy to keep in our fridge, and we’re doing the work to get it there.
Our aim is simple: make good food, be clear about what goes into it, and give people a reason to come back.
Nobody needs to become their best self over lunch.
No origin myth required.
Serious about the food. Otherwise, fairly normal.
A clever line
won’t rescue a
disappointing
sandwich.
We like a bit of personality on the label. But the thing inside the jar has to earn its place in your kitchen. The food industry is very good at selling a feeling. We think the food deserves at least as much attention.
The small print, in large print
We’ve got a name. A website. Strong opinions about fonts.
We’re aware of the irony.
The food has to justify the words. We can write a clever headline in an afternoon. Getting the first jar right will take longer.
That’s the bit we’re working on.
You’re here at the beginning
One owner, a lot of decisions, and a to-do list that keeps developing subplots.
We haven’t launched. We haven’t sold a jar. There are recipes to develop, labels to sort and practical questions that can’t be answered by making the logo bigger.
We’ll share how it comes together, including the bits that don’t look particularly impressive in a brand presentation.
No pretending we’ve been doing this for generations.
Next on the list
We’ve got ideas for what comes next. First, we’ve got a first jar to get right.
World domination can wait until after lunch.