Secret Sauce

May-2014

Secret Sauce is a studio of marketing solutions, founded by a former Director of strategic planning at BBDO Branding Karachkova Elena and her husband Andrew. The company specializes in innovative solutions in the field of strategy and consumer experience. Our Agency has developed a logo and a corporate identity for them.

Basing on client's goals and audience insights, Secret Sauce helps the company develop or refine different elements of consumer experience – products, services, interfaces, sales channels and communication. Secret Sauce clients are looking for something unusual – a trigger, a secret, a feature. This is reflected in bright and unusual name of the studio "Secret sauce". This name gave us the idea for the logo.

The logo is a typographic solution that resembles a stain of the "sauce", a tiny drop of which affects the whole taste of the product. As the basis for corporate identity we put light drawings, which people often draw involuntarily on paper during brainstorms and meetings. With these doodle illustrations, the world of Secret Sauce is filled with hundreds of funny and unusual characters, and with each new project the number of these characters grows.