Tiny Tots Secret Sauce is a pasta sauce brand built around a simple but tricky brief: make hidden vegetables feel fun, not sneaky. The project spanned logo design, color system, veggie character illustration, label design, and Shopify web design — a full brand system built from the ground up.

The identity needed to earn trust with parents while genuinely delighting kids, striking a balance between wholesome and playful without tipping into either extreme. The result is a cohesive visual language that has carried the brand from farmers markets into local grocery store shelves — and is now positioned to scale further.

Project included:
Logo design
Color system
Veggie character illustrations
Label design
Shopify web design
T-shirt / merch design