HELLMANN’S / BYO BOW
A distinctive brand asset turned into covert condiment couture.
You’re probably wondering WHAT IN THE HELLMANN’S is going on?
Well, research conducted by Hellmann’s revealed that one in five Australians (19%) admit to smuggling their own condiments into restaurants. But the country is split: more than half (53%) say BYO condiments are socially unacceptable. That tension between guilty pleasure and public pride sparked an idea: what if BYO condiments weren’t shameful, but chic?
Enter the BYO Bow. Created in collaboration with Melbourne fashion label Reigner, known for bold, expressive, genderless tailoring, the BYO Bow turns Hellmann’s iconic bow logo into a statement accessory, merging craftsmanship with flavour. Embroidered, rhinestone-studded, and discreetly designed to dispense Hellmann’s rich, creamy mayo, it takes a universal truth about Aussie dining habits and turns it into a fashion moment. The ultimate accessory for those who refuse to compromise on flavour, or flair.
Since launching, the BYO Bow has hit the social circuit, appearing everywhere from Double Bay’s trendiest restaurants to the ARIAs.
It’s also taken off online, with coverage spreading across publications like the Daily Mail, social media platform, Kayo Sport, and even influencer reactions from the likes of LavenderBaj and more.
