McIlhenny Company Tabasco Sauce has an illustrious brand history. Founded by Edmund McIlhenny in 1868 on Avery Island, Louisiana, it was here that he developed the recipe for his original red chili sauce.
To this day, the business is still family owned and operated on Avery’s Island. But it’s also won a host of fans around the world, including Queen Elizabeth and NASA’s space shuttle crew, where it’s used to kick astronauts’ notoriously bland food.
Until now, however, the Tabasco brand has never had a unified visual identity. New York-based creative agency Mrs&Mr has been commissioned to create its first visual identity system, which will be rolled out across all communications globally.
Based on the new Light Things Up slogan, the new look combines the hot sauce’s familiar branding elements – such as its bottle shape and diamond label – with bold new graphics.
The brand eschews clichéd images of flames and explosions in favor of vibrant illustrations and graphics, which can be adapted to local marketing needs around the world.
Key new design elements include a refresh of the Tabasco diamond logo and a halftone bottle treatment that offers a more illustrative handmade feel.
The new system also includes word icons, an updated color palette, new typography, and a more appetizing approach to food photography.