Sauce is a homegrown American Diner concept in Dubai, reminiscent of the 50’s classic diners in the USA. Inspired by an ever-evolving city, the concept is based on recreating familiar classics with a modern and local twist.

Both the interiors and exteriors offer elements from the 50’s, from bar stools to comfortable booths. Sauce’s disco wall, mix of pop colors, signage and Andy Warhol graphics all add to its diner vibe and give it a chic appearance.

We define Sauce Diner as a fast-casual restaurant, somewhere in between a fast food restaurant and a casual dining restaurant. We have a clear mission: to be widely available and relatable to everyone. The concept and menu have been developed to be a diner with something for everyone; a family on a fun afternoon out, a busy business person on the go or a young group of friends looking for a place to hang out after school.

Classic diners are well known across America and across the world through movies and music. Despite, the prevalence of American cuisine in Dubai, the American diner atmosphere and experience are not so prominent. This is where the concept began to come to fruition.

The main brief was to redesign the packaging and give a fresh and new look to the brand. A new retro movement has taken over much of the packaging world to spark new interest and give consumers a sense of nostalgia. Retro Packaging, culturally outdated at least 15 to 20 years ago, has become a part of the norm once again. Pop culture references are used as part of the design to make it more relatable. Generally, a bright focal color was used with a pale color to compliment it. Another common element, was shapes and illustrations like the checkered patterns in this case. Although the packaging retains the previous style, the redesign is more modern with a vintage feel. It is reminiscent of graphics from the 1950s with checkered patterns and pop colors.