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Saucecraft:
The whole enchilada of branding.

THE BACKGROUND

Frosty Boy Global was keen to launch a powdered cheese product targeting
the Quick Service Restaurant (QSR) space. This innovative product needed a name, globally appropriate positioning, brand identity and delicious pack designs.

THE OPPORTUNITY

We saw the opportunity to establish a territory that allowed Frosty Boy Global  to launch – not just one cheese product – but a line of sauce products under the umbrella – Saucecraft.

THE STRATEGY

Saucecraft products have a global QSR market. This audience is concerned with quality, consistency and  price . Our strategy needed to reflect the fact that only carefully-sourced ingredients are used. Strategy tools: brand plan, competitor and global category review.

THE BRAND IDEA

Crafters of flavour.

Purveyors of fine flavour captures the efforts of the organisation to expertly source interesting
and unique flavours from all over the world.

The brand idea builds the notion that the Saucecraft team carefully selects all ingredients
and lovingly prepares them.

THE IDENTITY

Featuring a hand-drawn ladle resembling an “S” and a rustic, authentically stamped serif font
for the wordmark, this identity feels crafted and personable.

The font’s unique edges provide a homemade feel, and the identity invites warm colours to be
used with it.

THE ROLL OUT

In addition to the pack design, Brother created a mix of traditional, social and digital assets almost exclusively in house, which helps the client stretch the budget.

THE COLOURS

THE LABELS

THE PACKAGING

THE WEB

With a B2B channel drive focus and need to get to market quickly, a simple land page that could evolve with the product line was created. WordPress CMS was selected for its flexibility and ease of use.

THE NEXT

Saucecraft has launched into Australia and orders are now coming in from all over the world.

DELIVERABLES

  • Brand strategy
  • Brand name
  • Packaging design
  • Launch B2B campaign
  • Website landing page

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