Saucy Squeeze

India is the world's largest producer and consumer of chilies. Yet, supermarket sauce aisles are still dominated by American brands with imported ingredients and retro packaging. Saucy Squeeze is a woman-owned craft sauce brand that celebrates India’s bold, homegrown flavor with unapologetic pride. Saucy Squeeze is here to turn on your palette and turn up the heat.

Goals:

To create a unique visual identity that stands out from American brands on supermarket shelves.

Challenges:

Most existing products follow the same pattern of retro typefaces and colour palettes with muted tones.
This makes it difficult for the user to identify and differentiate different brands or products.

Design Solution:

To use a hand-drawn typographic logo that would represent the brand, bold and exciting visuals that capture the brand’s quirky and “saucy” essence.

Role:

Brand Identity Design

Packaging
Label Design

Copy and Concept

Keywords:

Flirtatious

Vibrant

Psychedelic

Timeline:

20 Days
[2022]