Design Brief
For this project, our team collaborated with a client to create several logo and label options for her sauce brand. The brand aimed to offer a healthy alternative to traditional Teriyaki sauce while being safe for people with common food allergens. The client wanted the brand to evoke a modern, nostalgic feel while also representing her San Diego roots. During the research and concept development process, our team took into consideration the client’s previous logo designs and her original website. In addition to the brand development, we were tasked with creating a website, business cards, and a sticker, ensuring that each element was cohesive with our individual design directions.
Research
Our team conducted extensive research on various sauce brands and successful food brand logos. We discovered many examples of sauce brands that balanced both playful and gourmet elements in their designs which was another attribute our client was seeking.
Sketches
I created numerous logo sketches to capture the essence of both San Diego and the sauce in a cohesive design. Additionally, I worked on several label sketches, aiming to incorporate the brand's key ingredients into the packaging, as the client wanted the packaging to highlight these elements.
Digital Iterations
I did various digital iterations based off of my sketches, but found the most success with the chose direction for the logo.I drew inspiration from traditional surfing logos like Roxy and Quicksilver. In my research, I found parallels between these logos and contemporary art, which influenced my design approach. I also ensured that the logo would be scalable across different sizes. While developing the logo, I aimed to incorporate Selene’s love for San Diego and her sauce brand by designing a beach scene with an organic sun and wavy rays, symbolizing both the sauce and the ocean.
Chosen Design
Typography
To create contrast, I paired the flowing shapes of the sun and water from the logo with sharp, straight lines and a bold, thick font. The blocky font, with its slightly imperfect edges, complements the design and adds a unique, bold touch.
Color Palette
I chose orange for the Teriyaki sauce because I associate various shades of orange with savory flavors, and it's a color commonly seen in sauce branding. For contrast, I selected green to differentiate the two products while also tying into the colors typically found in furikake. To highlight the ingredients list, I decided on a lavender color, which not only contrasts well but also incorporates our client's favorite color.
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Iconography
I created various icons that seemed to compliment the logos organic structure and shape. I wanted to make the main ingredients into an abstract pattern to be used on the packaging.
Final Dielines
The dieline I created mirror movement and waves, which visually ties into the natural and organic ingredients in the products. I also felt it tied to the idea of sauce and its consistency.
Final Mockups
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Final Deliverables
