The Skinny Sauce Company approached Kaizen Brand Evolution to create an engaging brand identity and packaging strategy for the launch of their exciting new Skinny Sauce product range. The brand story begins with the owner and entrepreneur Maria Doran. Maria’s passion for sauce has been long standing; from ketchup to curry she has always loved adding flavour to her meals to enhance the eating experience. Maria also embraces the healthy lifestyle, going to the gym, eating right and taking care of herself. She soon realised that despite eating healthy she craved the added flavour that the sauces and dips brought to her meals and the sauces available on the market were full of sugars, additives and unhealthy ingredients in general. Maria’s mission is to revolutionise the sauce market and make healthy dips and sauces for the health conscious consumer.

With this in mind be researched the industry and developed a strategy for the business with the tagline ‘skinny dip more often.’ This strapline acted as the foundation for the creation of her brand identity and packaging. Keeping the target audience (health conscious shoppers who crave sauce) in mind we designed a bold, eye-catching brand that highlights the good ingredients that go into Skinny Sauces. In a world of Heinz and other well-known sauce brands we aimed to reach Maria’s ambition of becoming a household name and compete and stand out on the shelves in major retailers.

The first point of call was the brand mark. We crafted a ‘handmade’ type based logo with a bright, youthful colour palette, which immediately stands out from the competitors. The logo is a reaction to modern brand styles and trends utilising hand drawn type and illustration to reflect the fun skinny sauce experience. The brand mark leads nicely into how we visualise the brand narrative ‘skinny dip more often’ – using the hand drawn script and bold palette to emphasise the text. The language plays an important role in communication the values and vibrancy of the product. Aimed at an audience of 25-35 we have tailored the brand to fit in with that demographics lifestyle. As well as the language and the brand mark we proposed a photographic and typographic direction that would spark an emotional and aspirational connection with the target audience, using young, happy, healthy models to communicate this rings true in the Skinny Sauce marketing strategy and in their brand collateral.

Following the identity, strategy and narrative and artistic direction we began work on the packaging for the Skinny Sauces themselves. Each bottle and flavour introduces a fresh colour palette creating an engaging, eye-catching suite of products. One ambition for the packaging was to make it look suited alongside the likes of high-end sauces within M&S or Waitrose. This ambition was easily realised following the identity and artistic direction for the brand. We were able to utilise the type direction and layout to suit such retailers and realise the ambition for future growth and perhaps buyer in such retail environments. As well as the colour palette for each flavour of Skinny Sauce we introduced hand-drawn illustrations to reflect the core ingredients inside the bottle – beautiful hand-drawn chilli’s, peppers, tomatoes were included to create an all round flavour focussed packaging piece.

In preparation for the Skinny Sauce Company brand launch we worked alongside Maria to ensure that the values set out from the beginning would be strengthened and represented fully in the collateral and packaging. Working as brand guardians for Skinny Sauces we continue to develop and evolve this unique, beautiful brand to ensure the businesses ambitions are realised. We thoroughly enjoyed working on this project and look forward to working more with the Skinny Sauce Company in the future.