BRAND

REDESIGN JACOB HAYES

WHY 03

FONTS AND COLORS 09

LOGO 11

DESIGN 13

CONTENTS
There comes a time in (almost) every brands life where a little bit of updating is required. Just
like people, sometimes the things that we have become accustomed to grow old right before
our very eyes. Does this mean they need to be killed? Absolutely not, but a little bit of tender
love and care certainly go a long way. As such, I decided to rebrand one of my all time favorite
hot sauces: Valentina.

Hot sauce is a young mans game. Or young womans game. No gender bias here. Hot sauces are
targeted at people aged 18-35 and that is where the inspiration for the new design came from.
Younger people are more likely to use the design of a product to determine whether or not to buy it.
Valentinas initial design was not bad, but it left something to be desired. As such, a more modern
approach is the way to go.

WHY?
Hot sauce is in a market that is full of competition. It seems as though there is a new hot
sauce craze every couple of years. As such, keeping a heightened brand image is vital for
the success of the sauce. A hot sauce from Mexico has the capability to show off the
heritage of hot sauce in Mexico. The Aztecs used sauces made of chili peppers and salt
that are the origins for hot sauce today. Valentinas ingredients are simple, like those of
the ancient Aztecs, which could be used to showcase that legacy. I redesigned the label
for Valentina Hot Sauce to bring forward this legacy and show that hot sauce is the future,
because it is the past. People are interested in the story behind a brand. Promoting this
story can drive more sales as the information leaves more lasting impressions on the
consumers.

WHY?
Headings:
Britannic Bold (15-70 pt.) Warmth Scorch Grey Heat
C: 0 R: 241 C: 63 R: 40 C: 22 R: 201 C: 23 R: 167
Body: M: 80 G: 90 M: 65 G: 32 M: 23 G: 188 M: 98 G: 36
Y: 95 B: 41 Y: 73 B: 23 Y: 30 B: 173 Y: 87 B: 46
FranKlein Medium (6-18 pt.) K: 0 K: 75 K: 0 K: 17
HEX: F15A29 HEX: 282017 HEX: C9BCAD HEX: A7242E
PANTONE: 165 C PANTONE: Black C PANTONE: 7590 C PANTONE: 1805 C

FONTS & COLORS

The new logo for Valentina Hot Sauce takes the shape of an Aztec dragon. Most successful hot sauces seem to have some
sort of mascot associated with them, and as such, using the heritage of Mexico is a wonderful approach to take. The logo
should be used in its full color whenever possible, and should never be used sideways or upside down. If there is the call for
minimalism, use either the black or white outline logos, and if all else is unavailable, utilize the gray scale version.

LOGO
 The flat package design pulls out
the stops of modern design while
utilizing a bold color scheme to draw
in consumer attention. The barcode
is scannable and the nutrition facts
are all accurate. The boldness and
directness apparent in the design are
there to draw in attention and make
the sauce stand out on the shelf.

Advertisements for this product would

excel in both print and digital formats.
A TV commercial or magazine spread
would do well to promote the product.

DESIGN AD