The move marks a significant step in the company’s evolution, as it continues its journey from category disruptor to undisputed household name.
Nottingham based Sauce Shop, known for their innovative flavours and commitment to quality, continues to drive engagement in the sauces category. The brand has seen grocery sales increase 39.8% over the last year alone while continued distribution and product range growth propelled the brand to No12 in table sauces and condiments by value*, while building exciting new partnerships in high street food service and growing direct to consumer sales via their online website.
The new look, crafted for growth, will be introduced this May. While maintaining the core elements that have helped drive success, the refresh makes the brand easier to find, instantly recognisable and communicates the differences of each sauce. Sauce Shop have been careful to ensure this is a respectful refresh, rather than a total rebrand.
- Textured matte label designs have been introduced to reinforce the brands quality proposition and to help with navigation in brightly lit supermarket aisles.
- Hand-drawn icons better communicate product usage suggestions and showcase tone of voice.
- For their hot sauces, easy to read heat ratings are found front of pack, alongside messaging referencing the brand’s unique fermented chilli ingredients.
A new bold, vibrant colour palette has been introduced throughout to aid differentiation between products, with each product now having its own unique identifying colour.
Pam Digva, co-founder of Sauce Shop, says: “We are beyond excited to see this evolution of Sauce Shop hit the shelves. It’s been 11 years since we first launched the brand on our local farmer’s market in Nottingham. Our products are now available nationwide in most supermarkets, and we needed a look that truly reflects who we are today.
Sauce Shop is a brand built on flavour and quality. This refresh brings that to the forefront and ensures we continue to stand out in the category, while still looking like ourselves. Throughout the year-long design process, we’ve considered the customer at every step. Bolder product titles, added label texture, colour-coded navigation and clearer flavour notes and usage suggestions all make our range easier to shop and enjoy.”
Sauce Shop’s brand refresh will coincide with a new custom designed website for an ecommerce operation that is forecast to double in revenue in 2025. The new website is quicker for users and brings improved functionality. It also brings visual consistency across all physical and digital touchpoints.
For their maiden brand refresh project, Sauce Shop partnered with award-winning brand design agency, B&B Studio. Their previous projects include work for Yeo Valley Organic, Fever-Tree, Peter’s Yard, Belvoir Farm, Dalston’s, Quaker and more.
