Crucials Sauce
Who wouldn’t want to work with a sauce brand? And when we got the opportunity to work with one of the UK’s favourite sauces, famous in takeaways up and down the land, the decision was easy squeezy. Birmingham-based Crucials has been going over 20 years now and they have already built a brilliant brand well-known in the food service industry. But since the sauces hit the supermarket shelves, people can’t get enough of their tongue-tingling flavours.
Big bottles and bold flavours deserve a big and bold brand. Our job was to capture everything that had already made Crucials a success – from its exciting and exotic product range, to its passionate can-do culture – and bottle it up! Rather than try and reinvent what the brand is about, we sharpened its focus on its core target, deepened its associations with great takeaway and street food and created an identity that is fresh, modern and in your face (exactly where we want the sauce to end up). The work has now put in place the foundations for building the brand consistently going forward: a comprehensive review of the brand identity (from logo to imagery), a complete update of the packaging across a range of 25 sauces, a new website and an above-the-line advertising campaign to reinforce the link between the well-known bottle, the not-quite-so well-known name and the food it makes so tasty. We love working with Crucials so much we just want to give them all a big squeeze.