Introducing,

Branding a Romesco Sauce

We created branding and package design that appealed to an American consumer around the fiery red sauce from the coast of Spain.

As part of our collaboration between VCU Brandcenter and University of Richmond’s Benchmark Innovative Course, my team helped four undergraduate students develop a brand identity and package design for their romesco sauce in a two week design sprint.

The Ask

39% of American consumers share they are willing to experiment with new sauces and spreads.

Innova’s Flavor Survey, 2022
"Products that can showcase a broad range of uses create a sense of value, which is becoming increasingly important amongst Gen Z consumers."

Mintel, Dips and Savory Spreads, 2023
The sauce market has $244 billion yearly sales, with $90 billion of it consisting of dips & spreads.

Statista, Sauce & Spices, 2024
"Consumers will turn to dips/spreads for their ability to add to different occasions. Products that can bring flavor, texture, and comfort will resonate most."

Mintel, Dips and Savory Spreads, 2023

Uncommon Sauce

The Challenge

They landed upon the spicy, go-with-everything sauce because they felt the market was missing the zippy taste and creamy textured spread they had enjoyed so much from their semester abroad in Spain.

Our team was tasked with creating something that was educational on its usage case and instantly captured our consumers’ attention on a shelf since we would be new to the American market.

Warm and Toasty

The Results

We wanted a brand name that was rich in cultural heritage, welcoming to the new market, vibrant in tone, but ultimately conveyed the toasty flavor of the dip. The name had to be instantly recognizable to its source product.

On the label design, we felt it was important to communicate its versatility, as well as its multiple allergen free properties. Through simple food icons, new users could understand taste and flavor profiles across all product extensions.

Meet the Team

Troy Fultz (BM/ST)

Jess Riporti (AD)

Hannah Boyd (UX)

Paris Cipollone (CW)

My Role

Client Relations, Creative Briefing, Competitor Research, Strategy Setup, Market Positioning

Deliverables

Brand Identity and Positioning, Naming, Brand Messaging, Packaging, Pitch Deck, Custom Illustration

Introducing,

Branding a Romesco Sauce

We created branding and package design that appealed to an American consumer around the fiery red sauce from the coast of Spain.

The Ask

39% of American consumers share they are willing to experiment with new sauces and spreads.

"Products that can showcase a broad range of uses create a sense of value, which is becoming increasingly important amongst Gen Z consumers."

The sauce market has $244 billion yearly sales, with $90 billion of it consisting of dips & spreads.

"Consumers will turn to dips/spreads for their ability to add to different occasions. Products that can bring flavor, texture, and comfort will resonate most."