AWSM Sauce

My introduction to AWSM Sauce first occurred during my tenure at Crook & Marker. The brand caught my attention as a standout finalist on "Billion Dollar Idea," a competition hosted by Crook & Marker's founder, Ben Weiss. Fast forward about a year, operating as a full-time freelancer, I took the initiative to reach out to Carl and Paul of AWSM Sauce, proposing a collaboration to refine their brand for the mass consumer market.

I presented them with a concept that celebrated culinary creativity, anchored by the slogan "play with your food." This was more than a catchphrase—it was an invitation for consumers to explore and share their unique culinary experiments with AWSM Sauce's sustainable, versatile powder. The goal was to foster a community of innovation in the kitchen, encouraging a fun and interactive brand experience.

The founders, Carl and Paul, were captivated by the proposed brand voice and direction. They recognized its potential to resonate with a broad audience, and it became a guiding principle for AWSM Sauce. This playful and engaging approach not only defined the brand's identity but has continued to inspire their marketing and product development strategies, maintaining its zest to this day.