Branding
THE BRIEF
During the first government issued lockdown, Kieron, my client, began to follow his passion of creating sauces with natural ingredients handed down from generation to generation inherited from his family in South Africa. He sold these sauces to neighbours and local establishments. The feedback was extremely positive, however, Kierons clients had no way of distinguishing between sauce types and heat levels other than the wonderful flavours.
While Kieron had this extra time on his hands over lockdown he contacted me. During a socially distanced meeting over zoom he expressed his need for a recognisable Brand Identity that reflected the sauces South African roots and would be instantly recognisable on a shelf. Something that could grab your eye over other products but also make its flavours and heat levels easily identifiable.
INITIAL PROPOSALS
BB MONOGRAM
I heavily leaned on the BB monogram itself for my initial idea proposal. It's rare you get alliteration in a product name. I loved this aspect and wanted to focus on it. I opened up the B's and created two pairs of ongoing mono-width lines stemming from the BB monogram. These can be seen throughout various elements in packaging and branding where I've implemented them in different ways.
For my colour palette, I concentrated on tones that reminded me of the South African climate and heat of Kierons sauces. Vibrant warm Orange and Pink contrast with the Navy Blue and White making the packaging pop.
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SOUTH AFRICAN PATTERN
For my second idea proposal I created the signature BB monogram from looking at classical South African patterns seen in Textiles, Ceramics, and Jewellery. I created a symmetrical mark that I then implemented into a custom pattern reminiscent of the pieces that inspired me.
I then used this pattern on various pieces of packaging. Applying it carefully, so not to over stimulate the consumers eyes. I changed the colour of the pattern to allow customers to easily identify between flavours. I also added a heat scale using flame icons to avoid people burning their tongue.
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FURTHER DEVELOPMENT
TYPOGRAPHY
LOGO VARIATIONS
JAR LABELS
BOTTLE LABELS
