Timing Sauce 品牌形象设计 by Wai Ching Chan is a highly esteemed winner of the very prestigious 2022 A' Design Award 铁奖 in 平面、插画与视觉传达设计 Competition Category.

铁平面· 2022

Timing Sauce 品牌形象设计

by Wai Ching Chan

Client: Timing Sauce

A' Design Award 铁奖 Winner in 平面 Category

10,455

Verified Award Winner

Verify Award Status for #118426

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Timing Sauce 品牌形象设计

Timing Sauce 是为一家酱料生产商打造的品牌形象设计项目，内容涵盖全新品牌命名、标志、包装及销售物料。原有名称容易让人联想到意大利面，与实际销售的产品并不相符，因此重新确定了新的品牌名称。标志采用抽象图形，既暗示酱料的形态，又勾勒出一张微笑的面孔。色彩方案以色彩研究为依据，并对多组配色进行了测试，以传达愉悦感与食欲感。标签印制于防水亮面PVC材质上，共制作三种尺寸，分别适配120毫升、150毫升和180毫升的瓶身。

The Recognition

About the A' Design Award 铁奖

Timing Sauce 品牌形象设计是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Timing Sauce 品牌形象设计将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Timing Sauce 品牌形象设计因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
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.
Project Duration: Hong Kong