San Diego Saucery
For this project a group of designers worked with our client Selene to make a vision for her brand come to life. We were tasked with capturing the authenticity of San Diego Saucery, her new upstart, while remaining informative and trustworthy. This included emphasizing the essence of San Diego while showing off how organic and health-conscious the brand is. While researching and sketching ideas, we kept in mind the former brand design of San Diego Saucery, as well as the predetermined jar packaging in order to deliver new and refreshing logo and packaging designs. This allowed each designer to carefully create multiple original deliverables associated with brand design, including logos, packaging labels, business cards, website comps, social media posts, and stickers.
Strategy
For the Logo I wanted to combine notable aspects of the San Diego region with the brand image of an authentic but refined saucery. To accomplish this I combined wave imagery with a classic sauce bottle and a sandy beach to create a logo stamp. I used wave imagery in a classic surfer illustration style to nod to San Diego's Coast, and combined with the sans serif type it makes a simple but refined design with elements of the San Diego region. For colors I wanted to stick with that coastal Surf vibe but I used a less saturated palette to enhance the elegance of the brand
For the bottles themselves I wanted to really dig into the refined but honest aspect. To continue with the coastal surf elements I added a more rigid border around each name and used a slightly crunchy font in combination with the more smooth counterpart to provide nice contrast. I used a patterned background to give the design depth as well as show off illustrations of the various ingredients inside the product in a subtle way. The rest of the package is simple, straightforward, and informative so that customers can feel like the product is approachable.
