Pinch
Overview
Pinch Dipping Sauce is a brand focused on providing less common store-bought flavors from around the world. The problem was how do you communicate worldwide flavors in a cohesive way to a youthful target demographic that is interested. There are many sauce flavors on the market so, the next challenge was how does this product, sold in stores, compared to all the other brands out there. The solution was to create a narrative that represents a dull life without the product.
Research
The first step to any great project is to understand the market and target audience you are trying to reach. In order to understand the competition of dipping sauces consumer profiles, swot analysis, and on site research was completed in order to find a solution that would target the demographic and help Pinch stand out.
Strengths
This brand loves to introduce people to new flavors. Not only do we bring a modern value to sauces, but we will also attract a new audience by introducing them to what other cultures have to offer. We hope our brand is seen and taken right off the shelves, if not because the packaging, then the flavor of the sauce itself.
Opportunities
This is a product that can be shown off through social media marketing. This would be perfect since the target audience is using social media. People may also feel the need to share it based off of how unique the flavors can be. This idea of being in the know can lead to people wanting to naturally share.
Weaknesses
This brand needs to build new trust and relationships with the consumer. The packaging can show the consumer that the flavor is there, but they by themselves need to experience how good the sauce is. The packaging is marketed to a younger more open minded audience.
Threats
The problem could arise from people calling us “culture vultures..” People might want to stick to their own favorite sauces Do they trust our ingredients and brand to buy.
Logo Design
The logo was created to give the illusion of someone pinching the letters forming a tight squeeze near the center. The idea behind the wording is that our sauce is so tasty that anyone who tastes it would like just a pinch more.
Sketches
Final Logo
Mascot Creation + Illustration
Boring Bob was created with the classic cereal cartoon characters trope that they can’t have the cereal. Think about the bird from Coco Puffs or the rabbit from Trix. In the same way Bob lives a standard 9-5 life, comes home, heats some chicken nuggets, and uses his standard same dipping sauces. Once he found out about Pinch, his life was never the same as he is now obsessed.
Packaging Composition
Once the brand standards, logo, and mascot were all created it was time to design the packaging. The idea for the box (we’ll get to that) was to use the mascot to guide the eye of the viewer throughout the box and telling the brands story in the process.
A Box?
If you haven’t asked by now, you might be wondering why a bottle would come in a box? Well the box actually doubles as a one time use dipping tray to pour your sauce into as a little gag. It felt appropriate considering the outgoing and adventurous target audience we were trying to reach.
