Tedesco’s Sauce Company
Tedesco’s Sauce Company is a small, family-owned Italian Sauce company located in Northern Virginia. While working as a Graphic Designer with Apexx Strategies, I was able to lead this rebrand project while partnering with our clients, the Tedescos — a father-son-duo originally from Northern New Jersey looking to breathe new life to their grandfather’s traditional Italian sauce recipes. The clients’ goal was to create a cohesive visual identity that represented authentic Italian traditions with a modern flare.
Role
Graphic Designer, Agency
Year(s)
2021
Notable Projects
Logo Refresh, Brand Guidelines, Sauce Jar Labels
The Rebrand
I worked together with the Tedescos to create the perfect mood for their Italian sauce brand. During the ideation process, I experimented with multiple logos lockups, different color palettes, and directed a series of brand strategy sessions with the clients to help pinpoint their exact needs. It was important to push for the brand to be as authentic and genuine as possible, which is why exploring delicate stamps and overlays in our research seemed viable.
The Tedesco logo uses a hand-drawn wordmark in a stamp like format to show authenticity, while still staying true to its original look and feel. The logo lockup in stamp format is used as the primary logo for most brand touch points, and is used throughout the packaging and marketing materials.
Jar Label Design
A ton of research went into designing the labels and selecting the right jars to use for the sauce. I spent almost an entire week searching for appropriate vendors and printers for our product, and read through a majority of the US FDA Label Requirements guide before actually designing anything! After multiple iterations and countless homemade prototypes, we finally landed on the labels you see today.
The labels combine authenticity and boldness to create a unique visual balance by pairing the new hand-drawn wordmark with bold colors and elements, giving the packaging a fresh look that the clients fell in love with instantly.
Photo credits: Tedesco’s Sauce Company
Final Thoughts
Tim Tedesco, owner of Tedesco’s Sauce Company, started this journey with his grandfather’s Italian sauce recipes and a dream to bring the joy of Italian cooking into the homes of Americans. Within the year since his rebrand was launched, Tim is thriving with his new business and quickly selling sauce across the US. His logo, brand identity and label designs have helped his company blossom into a successful small business, and acted as a major asset to landing his first retail spot in a small shop in Dulles Town Center in Sterling, VA, and in countless markets across the East Coast. I highly recommend you grab a jar (or three) of Tedesco’s delicious and traditional tomato sauces from their website. You can also follow Tedesco’s Sauce Company on Instagram and Facebook to keep up with more news and updates!