Sauce Shop: Hungry for Better
Evolving a Craft Condiment Brand for Its Next Chapter.
Creative strategy. Visual Identity.
Packaging Design. Copywriting.
Our refresh of Sauce Shop is a subtle refinement, designed to strengthen rather than reinvent the brand as it embarks on its next stage of growth. Still disruptive, but with a more distinctive presence, the new look simply elevates everything that’s special about this brand.
Famed for its flavoursome sauces, expertly crafted from small-batch fermented peppers, Sauce Shop had quickly expanded its range of flavours. But in the unforgiving supermarket aisles, the brand’s pared back approach to design was hindering standout and navigation. Our colour-coded labels, clearer descriptors and tasting notes have solved this problem, while new designs for Simmer Sauces and Rubs have enabled the brand to stretch into new categories.
Introducing Iconography
Inspired by the brand’s original handmade feel, a suite of new hand-drawn icons and illustrations were created to further communicate depth of flavour and key product benefits. From serving suggestions to a chilli pepper heat level that showcases the brand’s unique fermented chilli, the new iconography stretches across the brand’s identity, from pack to social to merch.
The finished project is a perfect example of a respectful refresh. By taking the time to get under the skin of the brand – from its challenger spirit to its craft philosophy to its distinctive Nottingham vibe – we’ve evolved the brand to meet the challenges of growth without dampening its rebellious nature.
Creative strategy.
Copywriting.
Visual Identity.
Packaging Design.
Artwork.
Print Management.
