Computer Arts - UK (2019-08)

AUGUST 2019

COMPUTERARTS.CREATIVEBLOQ.COM

HOT STUFF

HOT SAUCE BRANDING REDESIGN

by Robot Food

http://www.robot-food.com

Upon realising that its products were being slightly

misunderstood, hot sauce makers Fuego Spice Co.

called on Robot Food to help it better communicate

that its range of sauces are more about elevating

flavours than being excessively spicy.

“These sauces aren’t scrambling for the top spot on

the heat scale; the range focuses on flavour over fire, so

the design needed to move away from the gimmicky

style of the category,” says Chris Shuttleworth, senior

designer at Robot Food. “We decided to look outside

of hot sauce at more premium lifestyle products to pull

some unexpected sophistication in a category where

novelty normally rules.

“To establish Fuego’s hot sauces as a legitimate

premium option, bold abstract lettering identifies each

sauce and metallic foils are set off by a matte white

background. We initiated more of a hierarchy, giving

prominence to the master brand and filtering the

information down to flavour profiles.”

SHOWCASE