Secret Sauce

FOOD BRANDING & PACKAGING

Cooking’s best known secret. Flavours that transport you across the world, without leaving the kitchen.

Secret Sauce is a new premium offer of cooking sauces and stir-fry-marinades. Rooted in asian background with worldwide flavours, the sauces span authentic tastes from Asia to India to South America. Derived from homemade recipes and developed for modern cuisines, Secret Sauce’s ethos is to transport customers to the rest of the world, without having to leave the kitchen. The task was to develop the brand’s image; from brand identity, look and feel, storytelling and packaging output. The logo uses morse code as its main inspiration with the packaging following a modern take on traditional jars. The idea of travelling through exotic lands with the mixture of cultures became the backdrop for the entire brand identity and story and illustrations from Elena Wong offered a mix-match world of people and objects in unusual circumstances - reflecting the diverse mixture of cultures and flavours. Labels were completed in both English and German for dual-country stockists within England and Switzerland.