SOLUTION: I created an icon based on the capital letter ‘S’, from the word Sauce, to form a sauce ladle, which integrated with the company title in the typography. As always with brand names, words and language are critical, and this one started life as a search for a brand slogan, but the client liked my idea so much that we agreed it could be a brand in its own right. This brand was also moving from trade-only to a consumer product, so incorporating the well-known meme as part of the name gives it a good head start in the public domain. The product tubs themselves were all created as vector illustrations and as 3D models (complete with lighting effects), as the products did not exist at the time the promotions were designed. I also photographed the food displays.