CLIENT
INDIAN SAUCE COMAPANY
SERVICES
Visual Identity, Naming, Social Media
YEAR
2023
MADE IN INDIA FOR THE WORLD
Indian sauce company is the fiery brain-child of a food lover, his story and the idea of merging the hot sauce world with the bold flavours of Indian chutneys; with their mix of chili and fruits inspired us to embody India in its truest form, colorful, bold, and beautifully chaotic.
WHY INDIAN SAUCE COMPANY
The "Indian Sauce Company," honors our heritage and authentically reflects our origins. We aimed to transcend the ordinary, and cap the existing sauce brands; we wanted to embody the rich diversity and flavorful culinary tradition of India in the truest form possible.
This has given a mighty thrust to the sauces market globally making it one of the most dynamic categories, showing rapid growth, Indian Sauce Company aims to be a leading brand offering sauces that are made with a fresh and unique mix of ingredients native to Indian states that can be used to create fun recipes in a jiffy.
“People are now seasoned travelers, eagerly exploring new cuisines. Their evolving taste buds are demanding exotic and sophisticated meals – both in terms of visual appeal, as well as appetite appeal. Consumers are more health conscious than ever before”
The sauces are a party for your palette & the branding is a party for your eyes!
OUR IDEOLOGY
CULINARY SIDEKICK
Partnering with consumers on flavor-filled adventures, igniting culinary passions with every bottle.
CELEBRATION OF TASTE & CULTURE
Every meal is a journey of flavor, culture, and the joy of food.
Boldly venturing into uncharted flavor territories, redefining traditional condiments.
TRAILBLAZER
Infusing dishes with excitement and flavor, embodying infectious energy and zest for life.
ENTERTAINER
BRAND ARCHETYPES
the logo
To embody the Indigenous identity of ISC we opted for a hand-done logo that incorporates the spirit of Indian truck art, where hand-written lettering is intricately adorned with vibrant motifs. This reflects the artistry and craftsmanship found in India, symbolising the brand's dedication to authenticity and creativity.
ILLUSTRATIONS & COLORS
Each sauce is represented by an illustration highlighting a key ingredient to visually communicate the unique flavors and origins of the sauces, adding an element of storytelling to the brand identity. By drawing inspiration from the main ingredients of the sauces themselves, we opted for a color palette that is rich and dynamic. For instance, fiery red represents the heat of chili peppers, while green symbolises the freshness of ingredients like green chilies and raw mangoes. Each color not only corresponds to a specific sauce but also evokes the sensory experience associated with it.
A mortar and pestle is directly associated with crushing and grinding of spices. Having this icon is indicative of every Indian household.
Peaches are an important fruit crop from Meghalaya. The idea of using the Bengal tiger as an icon indicates the idea of being from Meghalaya and the amalgamation of the sweetness of peaches and the ferociousness of tigers.
Pineapples instantly reminds us of sunny, tropical days by the beach and so do Toucans. The colourful silhouette also adds character and a vibrancy to the all yellow fruit.
Mangoes come from different regions of India and the icon aptly encapsulates that. It defines harvesting, and the colourful landscapes and ISC's love for India.
From the fun Mexican lands, Chimichurri. Directly relating the native place of Chimichurri, these Mexican hats add a bit of relatability and history to this all time favourite condiment.
A sprinkle of salt and pepper is an ever relatable action in every Indian household. To bring a nostalgic feeling, we opted for a hand sprinkling salt and pepper.
Communication
Playful, relatable, and quirky tone, infused with a generous dose of "heat”!
Incorporating elements of Hinglish, the language resonates with the brand's target audience, adding a touch of familiarity and authenticity to the messaging.
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