Timing Sauce is a start-up company in Hong Kong. The founder Lok, was a chef from five-star hotels a few years ago before she built her brand to sell handmade sauces. Chicken chili sauce and Agrocybe sauce are their signatures. All products are No MSG and Preservative.
We have two directions in the design which promote happiness and deliciousness (Stimulate appetite). The logo was designed with an abstraction to present the Sauce and a yummy face. We used an abstract way to express the “Sauce” and “Yummy faces” The logo aims to bring out a yummy atmosphere when you see the logo.
Before rebranding, the brand name was Timing Pasta which was irrelevant to the existing products that they were selling. Therefore, the first mission is to change the brand name to be more connectivity and unique. So I have a bold idea, she must change the brand name. Renaming is a risk for every brand. But it needs to be renamed because the brand reflects the products (connectivity and uniqueness).
After the name has changed to Timing Sauce, it’s time to work on the brand identity like logo, packaging, sales material, etc. To do so, we started to rethink what the brand stands for, its market position, how the brand comes to impress your buyers, and what their target customers are.