The Concept – Variety Made Simple.
Often Consumers are overwhelmed by the shier variety of choices found at Burger restaurants. Soßesauce offers a unique solution to this issue. The restaurants menu consists of simply one type of burger which can be topped off with one of 20 culturally–inspired sauces. Variety made simple.
The brand identity is built around the idea of a wheel of fortune which aids the consumers in exploring the variety in an exciting and individual way. The wheel of fortune makes its apperance throughout the branding in form of an icon which is used within the logo, the packaging, POS, OOH as well as in digital communication.
Since variety is at the core of the branding, it is communicated by the use of variable typography and different colours. Each sauce is a combination of two tastes: either sweet, sour, salty or bitter. The interplay of colours is used to symbolise each combination abstractly. Optical art stands out as the brand’s key-visual to help make the visual-side ever-more unique with unseen, striking and individual shapes.
