Y'all Sauce Case Study

in association with

presents:

Y’all Sauce
Branding & Social

When we first started chatting with Y’all Sauce, they were a scrappy condiment business doing all of their sales at farmer’s markets and artisan fairs. But we realized they were more than just a sauce company — they want to use our love of great southern food to bring people together. So, we rallied behind this message of inclusiveness to give them a brand refresh and help them drive their first social campaign to success. Needless to say, it went well.

Starting with the logo

We started our partnership with Y’all Sauce by doing a brand refresh. They already had a good look, but we saw a few ways to give it an effective, polished feel. The original logo had a droplet and an apostrophe, and the two flourishes were competing with each other for viewer attention. We decided to make the droplet work harder, pulling double duty as an icon and as punctuation. We also realigned the text to allow the logo to appear bigger in the same space.

Click to enlarge

Color Schemes

We wanted to create some basic guidelines for Y’all Sauce’s use of multiple colors. Their previous iteration felt a touch unmanaged. We used color combinations with the absolute highest contrast to provide the best legibility — even at very small sizes.

Image treatment

The original photography style Y’all Sauce was so red that it felt out of place with their message of inclusion. Our solid-yet-simple solution uses a high contrast to add visual weight and importance to the photo, while the filter adds just enough color to tie back to the brand. In the end, this treatment allows the subject matter to shine, as it should.

secondary Marks

We noticed some disconnects with a few of Y’all Sauce’s original secondary marks, so we boiled them down to a small family of marks that share certain similarities and have a bit more visual cohesion.

Manifesto

Every brand needs a solid manifesto to help root themselves in their purpose. Here, we’ve made it clear that Y’all Sauce is more than just delicious condiments — they’re here to spark a movement, to bring people together, and to celebrate what makes us different through that which makes us similar: a love of good food.

Happy Y’allidays Social Campaign

Y’all Sauce wanted to increase their online sales, and with the holiday season approaching, they put together a holiday pack, which was quickly renamed the “Happy Y’allidays Gift Pack.” UpperNinety partnered with one of its top designers to do all the photography, copy and design for a social campaign — both paid and organic — across the big three platforms, and the results were impressive. In a matter of weeks, Y’all Sauce completely sold out of its entire Y’alliday Pack inventory. Below are some of the social ads we put together that helps yield these fantastic sales.