Iron Graphics, Illustration and Visual Communication Design · 2022
Timing Sauce Branding
- A' Design Award 2022 Iron Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2022
- CLIENT: Timing Sauce
- Estimated Number of Design Views: 10,366
- Verification code B9A42FA42F · Verify this award
About Timing Sauce Branding
Timing Sauce is a branding project created for a sauce producer. The work covers a new brand name, a logo, packaging and sales materials. The former name referred to pasta, which did not match the products sold, so a new name was chosen. The logo uses abstract shapes that suggest a sauce and a smiling face. Color research guided the palette, and several color combinations were tested to convey joy and appetite. The labels are printed on waterproof glossy PVC and are made in three sizes for 120, 150 and 180 millilitre bottles.
Press Kit
- Unique Properties
- Visual, Emotion, Stimulate Appetite.
Founder Lok wanted to rebrand her brand and increase sales and awareness. They desired to bring out joy and happiness when people saw the products. After researching the industry and competitors, they wanted to create an emotional connection with the designs. They tried to make the audience feel happy and yummy.
The brand name was Timing Pasta which was irrelevant to the existing products they were selling. Therefore, the first mission is to change the brand name to be more connectivity and unique. - Dimensions & Packaging
- Sauces Label size:
180ml, 193mmx52mm
150ml, 190mmx42mm
120ml, 165mmx50mm - Tags
- Branding, Logo Design, Packaging, Visual Identity, Food, Sauce, Color
- Production Technology
- Label Material: PVC gloss label waterproof
- Design Challenge
- In the end, They came up with some color combinations, but the brown color was a little troubling since brown is not good for appetite (except chocolate). After we show to people, the results were positive.
- Project Duration
- Hong Kong
- Research
- They researched how to communicate with people through colors, it's tricky to use such a bold color in the food industry, so the research objectives are to pick and try different color combinations to deliver the right emotion/feeling in the right color. During the research, they found some data about the meaning of colors and tried to match different combinations, also need to consider the connection with the products.
- Inspiration
- In the beginning, Lok came to me and said she wanted to rebrand her brand and increase sales and awareness. They desired to bring out joy and happiness when people saw the products. After researching the industry and competitors, they wanted to create an emotional connection with the designs. They tried to make the audience feel happy and yummy.