Straight From
The Sauce

Supervised by: Warren Taylor

This conceptual identity was inspired by one of my most humorous food memories from my childhood. Tomato sauce was one of my main food groups as a child, my meals became the vessel of my tomato sauce consumption, and I definitely subscribe to the notion that “sauce can make ordinary food great and great food spectacular”. I wanted to pay homage to this ridiculous memory by creating a tomato sauce supplier that celebrates tomato sauce as much as I do. Incorporating witty and humorous elements such as its name, slogan and tomato mascots, this company aims to ignite the love of tomato sauce within us all.

The minimal colour palette and playful splat graphics create a consistent and memorable brand aesthetic. My animation represents the lively and dynamic energy of my campaign. The company name ‘straight from the sauce’ is a play on the common phrase ‘straight from the source’. It creates a joyful and pun-style name and indicates the call to action from the audience to get their sauce, straight from the Sauce source.