Sidekick Sauce branding

Strategic Start Points

• The brand name – Sidekick – for the range of chilli sauces
• The bottle shape
• The label dimensions
• Consumer insights from market research

Branding Deliverables

Brand colours

• The Sidekick brand colour palette is sophisticated and spicy, with a bit of kick. The core brand colours are black and white brightened with orange.

Brand logo and icon

• The Sidekick brand logo is supported by the lightning bolt icon which represents the unexpected spicy kick of the sauces.

Sidekick Sauce brand hierarchy of communication

Created a consistent brand hierarchy of communication for every product label, using:

• The droplet label shape for brand recognition
• The lightning bolt
• The weathered background, reminiscent of smoky barbecues in genial company
• The heat scale droplets to help customers select the sauce that suits their taste
• The natural colours of each product

Brand marketing materials

Developing the visual style for the brand across a range of printed materials. These were all designed to be consistent with the brand personality:

• Business cards
• Recipe cards
• A7 branded product cards – to send out with customer orders
• Branded banner to use at chilli sauce festivals

How we worked with Sidekick Sauce

Sidekick Sauce brand strategy

• Brand purpose, values and personality
• Brand essence and promise

Brand design

• Benchmarking competitors
• Creative brief to focus on the desired result
• Colour palette to fit the Sidekick Sauce brand personality
• Concept sketchbook
• Label hierarchy of communication
• Label concepts
• Design development & detailing
• Logo formats

Creative collaboration

• Website & Social Media consultant
• PR consultant

Brand Revitalisation Result

• New brand look and style
• Confident ‘big’ brand approach
• Professional aid to gaining distribution