Timing Sauce: A Deliciously Joyful Rebranding

Bringing Happiness and Yumminess to the Table

Timing Sauce, formerly known as Timing Pasta, sought to redefine its identity and establish a unique and memorable brand. Founder Lok recognized the need to change the brand name to better reflect the products they were selling and to foster a deeper connection with their customers. With this in mind, Wai Ching Chan set out to create a visual identity that would stimulate the appetite and bring a sense of delight to the table.

The design team conducted extensive research, exploring how colors can effectively communicate with people. In the food industry, using bold colors can be challenging, as they must strike the right balance between visual appeal and appetite stimulation. The research focused on finding the perfect color combinations that would evoke the desired emotions and create a strong connection with the products.

After careful consideration, the team developed a range of color combinations that captured the essence of joy and deliciousness. However, they faced a challenge with the brown color, as it is not typically associated with appetite stimulation. Despite this, the results were overwhelmingly positive when presented to the public, proving that even unconventional choices can be successful when executed with creativity and intention.

The rebranding efforts encompassed various elements, including a new logo, packaging, and sales materials. The logo, designed with an abstract representation of sauce and a delightful face, aims to create a mouthwatering atmosphere upon first glance. By using abstract elements, the design team successfully conveyed the essence of the sauce and the joy it brings to the dining experience.

The packaging of Timing Sauce was carefully crafted to enhance the brand's professionalism and increase its visibility on the market. With a focus on promoting happiness and deliciousness, the design team created packaging that stimulates the appetite and leaves a lasting impression. The label material, PVC gloss label waterproof, ensures durability and maintains the integrity of the design.

Timing Sauce's rebranding project took place in Hong Kong, where the design team meticulously transformed the brand's identity. The duration of the project allowed for thorough research, creative exploration, and the realization of a design that truly captures the essence of joy and yumminess.

Recognizing the excellence and innovation of Timing Sauce's rebranding, the design was awarded the Iron A' Design Award in 2022. This prestigious accolade is bestowed upon designs that demonstrate exceptional creativity, practicality, and innovation, meeting professional and industrial requirements. Timing Sauce's rebranding showcases industry best practices and technical prowess, contributing to a better world through fulfillment and positive experiences.