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Timing Sauce Brand Identity

“By rebranding, our goals are to enhance the brand image and recognition.”

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.

Design Direction:

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.

Design process

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.

Logo Design process

All their products are handmade. I tried to use a handwritten typeface to present the word “Timing” for the “Sauce” I have used a sauce form (the form usually used in dish presentations). Consider we wanted to increase appetite, so I combined a yummy face(abstract).

After all, the logo elements are ready, a handwritten typeface, sauce form, and yummy faces(abstract). But it seems to be a little bit plain and not energetic, so I have adjusted the perspective of the logo so that it looks more dynamic.

Packaging Design process

In the packaging design, we considered the visual extension of the brand. The colors that we made use of expects to emphasize the connection with the products, such as ingredients and the sauce colors. The packaging are also incorporated with color psychology.

In the stage of designing the color direction/themes, we also considered the first impressions on the brand when customers saw it in supermarkets. What we expect to demonstrate is bring out a happiness and feel energetic through colors which can stimulate emotion and appetite.

Red: Energy; Chill, Spicy Orange: Happiness, Warmth; Turmeric Brown: Organic/Natural farming; Agrocybe, Pink: Playful; Thailand, Green: Freshness; Basil