Ayoh is a line of flavor-packed, texture-rich mayos—aka sando sauces—created by Molly Baz. She spotted an ironic opportunity: mayo is a whitespace. It’s a blank canvas of flavor, but it hasn’t seen much innovation. Ayoh changes the sandwich game with its standout texture, the bits and bobs. Molly’s philosophy has always been simple: cooking can be fun. She’s on a mission to infuse deliciousness into everyday eating, while making cooking approachable. She’s spent years teaching people how to cook for themselves, Ayoh marks her first foray into consumer-packaged goods (CPG), delivering her food straight into people’s hands—and mouths.
Putting the sauce back into sauce
It’s such a beautifully simple idea. Who doesn’t love a sandwich? Whether you’re slapping one together and eating it over the sink or assembling something gourmet, Ayoh is a one-stop flavor shop. For those who don’t cook, Ayoh becomes an effortless gateway to better eating. And for those unfamiliar with Molly Baz, the undeniable deliciousness of Ayoh is an introduction in itself. Ayoh meets everyone where they are, and we love a brand that’s for everyone.
Molly Baz is more than a food media personality— with 800k Instagram followers, 140k+ YouTube subscribers, over 300k cookbooks sold, a huuuge newsletter
cooking club, Drink this Wine and partnerships with Crate & Barrel, Special K, and Bobbie, safe to say she’s a brand herself.
At CENTER, we collaborated with Molly and her co-founder, David McCormick—a veteran in building food retail brands—on Ayoh’s branding. From creative strategy and brand design, to packaging and tone of voice, we developed a cohesive vision for Ayoh that reflected Molly’s personal brand while standing on its own.
Give the Mayo with a POV a TOV
Our core challenge was determining just how much of Molly should be in Ayoh. The product’s mission was clear: “Mayo with a POV.” Messaging became about defining it to give the POV a TOV.
We envisioned Ayoh as a classic heritage brand, one that feels like it’s always been there—alongside Heinz and Hellmann’s—living in fridges and elevating sandwiches for generations. To achieve this, we turned away from trends dominating CPG branding today. Instead, we drew inspiration from sandwich shops, delis, and Americana from the 1940s onward, putting together a thick deck full of photos, ephemera, genuinely starting with the history of the sandwich. We pored over vintage advertising, deli shorthand, and old-school messaging, blending retro charm with a modern edge.
Committed to the bits
That’s how we landed on bold claims like “The greatest thing since sliced bread.” and “Mayo needed a makeover.” These statements pop off with perspective. Ideas like “Committed to the bits.” or “Everything else is plain ‘ol mayo.” start to explain some of its difference.
Ayoh is designed to thrive independently, it’s appealing and plain fun even to those who may not know Molly Baz. Molly is the Mayo Mother, the undeniable face of Ayoh at launch, leveraging her platform to introduce the brand. But Ayoh isn’t a vanity project or a “slap my face on it and ship” product. Our goal was to create a brand identity—both visual and verbal—that could exist beyond Molly’s immediate presence.
The Mayo MO
Our MO (that’s Mayo Objective) was to make everything about the brand saucy. That’s how we defined where Molly comes into Ayoh. To capture the essence of her voice in Ayoh, we went on a deep dive into her cookbooks, recipe videos, and social media posts, creating a messaging framework complete with a glossary of core sauce terms. We wanted the brand’s tone to be like a bottle of Ayoh itself—saucy, playful, and bold.
The mayo aisle is beige and bland enough. Much like how mayo is a core ingredient in every sandwich, Molly’s unique use of language became the core ingredient of Ayoh’s brand. We defined the flavor of the tone of voice and how it pops off, Molly’s verbal “special sauce” brings it all together. Ayoh balances rich flavors with bright acidity, its messaging blends info and education with irreverent, friendly energy.
Slather on that Ayoh Sauce
We also intentionally differentiated when to use “mayo” versus “sando sauce,” tailoring messaging across platforms—from website copy to campaign assets, product explainers, and go-to-market materials. Every touchpoint became simple and fun, by sounding unmistakably Ayoh.
The result is a brand that’s as delightful and delicious in design as it is tasty and textured in tone. Open up a bottle of Ayoh, slather it on your sandwich—sorry, your copy—and you’ve got something irresistible.
Ayoh is now available online at eatayoh.com, and if you’re in Chicago, you can pick it up at Foxtrot. More retailers are on the horizon. Stay saucy.
View the whole case study here.
CENTER Team:
Ellie Jepsen
Andrew Galloway
Ciaran Brandin
Rob Oechsle
Hanna Pulis
Pete Freeman
Rhianydd Hylton
Kevin Batory
Dehlia Hennessy Brown
Grace Dawson
Alex Center
Strategy & Copy by Thomas Pokorn
Photography by PEDEN+MUNK
Logo Lettering with Alec Tear
Motion by Johnny Lee
Ayoh is a line of flavor-packed, texture-rich mayos—aka sando sauces—created by Molly Baz. She spotted an ironic opportunity: mayo is a whitespace. It’s a blank canvas of flavor, but it hasn’t seen much innovation. Ayoh changes the sandwich game with its standout texture, the bits and bobs. Molly’s philosophy has always been simple: cooking can be fun. She’s on a mission to infuse deliciousness into everyday eating, while making cooking approachable. She’s spent years teaching people how to cook for themselves, Ayoh marks her first foray into consumer-packaged goods (CPG), delivering her food straight into people’s hands—and mouths.
Putting the sauce back into sauce
It’s such a beautifully simple idea. Who doesn’t love a sandwich? Whether you’re slapping one together and eating it over the sink or assembling something gourmet, Ayoh is a one-stop flavor shop. For those who don’t cook, Ayoh becomes an effortless gateway to better eating. And for those unfamiliar with Molly Baz, the undeniable deliciousness of Ayoh is an introduction in itself. Ayoh meets everyone where they are, and we love a brand that’s for everyone.
Molly Baz is more than a food media personality— with 800k Instagram followers, 140k+ YouTube subscribers, over 300k cookbooks sold, a huuuge newsletter
cooking club, Drink this Wine and partnerships with Crate & Barrel, Special K, and Bobbie, safe to say she’s a brand herself.
At CENTER, we collaborated with Molly and her co-founder, David McCormick—a veteran in building food retail brands—on Ayoh’s branding. From creative strategy and brand design, to packaging and tone of voice, we developed a cohesive vision for Ayoh that reflected Molly’s personal brand while standing on its own.
Give the Mayo with a POV a TOV
Our core challenge was determining just how much of Molly should be in Ayoh. The product’s mission was clear: “Mayo with a POV.” Messaging became about defining it to give the POV a TOV.
We envisioned Ayoh as a classic heritage brand, one that feels like it’s always been there—alongside Heinz and Hellmann’s—living in fridges and elevating sandwiches for generations. To achieve this, we turned away from trends dominating CPG branding today. Instead, we drew inspiration from sandwich shops, delis, and Americana from the 1940s onward, putting together a thick deck full of photos, ephemera, genuinely starting with the history of the sandwich. We pored over vintage advertising, deli shorthand, and old-school messaging, blending retro charm with a modern edge.
Committed to the bits
That’s how we landed on bold claims like “The greatest thing since sliced bread.” and “Mayo needed a makeover.” These statements pop off with perspective. Ideas like “Committed to the bits.” or “Everything else is plain ‘ol mayo.” start to explain some of its difference.
Ayoh is designed to thrive independently, it’s appealing and plain fun even to those who may not know Molly Baz. Molly is the Mayo Mother, the undeniable face of Ayoh at launch, leveraging her platform to introduce the brand. But Ayoh isn’t a vanity project or a “slap my face on it and ship” product. Our goal was to create a brand identity—both visual and verbal—that could exist beyond Molly’s immediate presence.
The Mayo MO
Our MO (that’s Mayo Objective) was to make everything about the brand saucy. That’s how we defined where Molly comes into Ayoh. To capture the essence of her voice in Ayoh, we went on a deep dive into her cookbooks, recipe videos, and social media posts, creating a messaging framework complete with a glossary of core sauce terms. We wanted the brand’s tone to be like a bottle of Ayoh itself—saucy, playful, and bold.
The mayo aisle is beige and bland enough. Much like how mayo is a core ingredient in every sandwich, Molly’s unique use of language became the core ingredient of Ayoh’s brand. We defined the flavor of the tone of voice and how it pops off, Molly’s verbal “special sauce” brings it all together. Ayoh balances rich flavors with bright acidity, its messaging blends info and education with irreverent, friendly energy.
Slather on that Ayoh Sauce
We also intentionally differentiated when to use “mayo” versus “sando sauce,” tailoring messaging across platforms—from website copy to campaign assets, product explainers, and go-to-market materials. Every touchpoint became simple and fun, by sounding unmistakably Ayoh.
The result is a brand that’s as delightful and delicious in design as it is tasty and textured in tone. Open up a bottle of Ayoh, slather it on your sandwich—sorry, your copy—and you’ve got something irresistible.
Ayoh is now available online at eatayoh.com, and if you’re in Chicago, you can pick it up at Foxtrot. More retailers are on the horizon. Stay saucy.
View the whole case study here.
CENTER Team:
Ellie Jepsen
Andrew Galloway
Ciaran Brandin
Rob Oechsle
Hanna Pulis
Pete Freeman
Rhianydd Hylton
Kevin Batory
Dehlia Hennessy Brown
Grace Dawson
Alex Center
Strategy & Copy by Thomas Pokorn
Photography by PEDEN+MUNK
Logo Lettering with Alec Tear
Motion by Johnny Lee
