US hot sauce producer Fuego Spice Co has hired design agency Robot Food to rebrand its portfolio with an updated design.
California-based Fuego was founded by Mike McAdams, who, after tasting thousands of hot sauces and making spicy concoctions in his kitchen for years, decided to make his dream line of spicy products.
The brand currently sells two hot sauces – Riza Organic Ghost Pepper Verde and Zana Organic Habanero – as well as a spicy honey called Hot Hive.
The brand’s Hot Hive honey is infused with the Carolina Reaper, the world’s hottest chilli.
Fuego Spice Co called on UK-based Robot Food to understand the opportunity within the hot sauce category and provide an aesthetic to elevate the brand.
Chris Shuttleworth, senior designer at Robot Food, said: “What the guys at Fuego really stressed was 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.
“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.”
Fuego Spice Co sells two hot sauces: Riza Organic Ghost Pepper Verde and Zana Organic Habanero.
“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.”
Mike McAdams added: “Robot Food immediately understood our desire to bring flavour to the forefront; their sophisticated designs mean our spicy goods will stand proud on the table of any heat-loving foodie.”
© FoodBev Media Ltd 2019
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