For a venture capital fund that is all about investing in the newbies in consumer industry, the name ‘Sauce’ positions the VC firm as urban, contemporary startup enabler that also serves as a secret sauce in the startups' recipe for success. After numerous iterations, the logo was finalised as sauce neatly written in Chapaza font, followed by a messy red dot, which adds the drop of freshness to the entire concept. The dot is not a perfect red blot, because, where is the fun in that? The messiness also implies that Sauce is all set to get its hand dirty to make sure their adopted babies eventually reach the place that is deserving of their capabilities. We took care of every aspect of Sauce’s identity. This concept and colour identity was implemented on their visiting cards, official investment deck and the website.