José '66 Hot Sauce - Branding & Label Design Case Study

Overview

José ’66 is a premium hot sauce brand rooted in Arizona since 1966. Known for its bold flavors and commitment to authentic, high-quality ingredients, José ’66 needed a fresh, modern look that would reflect its legacy and stand out on the shelves. The goal was to create a visual identity that captures the essence of the Southwest while conveying the power and spice of the hot sauce itself.

Design a new logo and product label that resonate with the rich heritage of José ’66 and attract a modern audience. The design needed to be timeless and visually impactful, allowing the brand to stay relevant in the competitive hot sauce market.

Deliverables:

Logo Design
Product Label Design
Branding Elements for Packaging

Client

José ’66 Hot Sauce
Find them on Facebook

Year

2018

Challenge

The main challenge was to create a logo and label design that encapsulates both tradition and modernity. The design had to evoke a sense of history and authenticity, while still feeling fresh and appealing to contemporary customers. Balancing these elements was crucial to the success of the project.

Additionally, the packaging needed to be easily recognizable on the shelves, standing out among the myriad of hot sauce competitors while being true to its roots.

Solution

1. Research and Discovery: We started by delving deep into the history of José ’66, exploring its origins in Arizona and the unique flavors it offers. We also researched competitor brands to identify what makes José ’66 unique and how we could leverage those strengths in the branding.

2. Logo Design: The bull icon was chosen as a symbol of strength, power, and the boldness that José ’66 embodies. The vintage illustration style ties into the brand’s long-standing heritage. By incorporating strong, clean lines and an aggressive stance, the logo communicates the fiery intensity of the hot sauce, while the warm color palette reflects the desert landscapes of Arizona.

3. Product Label Design: The label design was developed to be both eye-catching and functional. We opted for a layout that balances the José ’66 bull icon with clear, legible typography. The label emphasizes the heritage of the brand with “Arizona Made Since 1966” while ensuring the hot sauce’s name is front and center for easy recognition. The use of earthy tones and bold typography aligns with the fiery, authentic nature of the product.

4. Packaging Strategy: To ensure that the product stands out on shelves, we implemented a cohesive branding strategy across all packaging. This included the logo placement, color palette, and key messaging to convey the heat and heritage of the hot sauce. The label was optimized for readability, with the essential details clear even from a distance.

Results

The new José ’66 logo and product label successfully modernized the brand while maintaining a strong connection to its heritage.
The design helped José ’66 stand out in a competitive market, providing the brand with a visual identity that resonates with customers.
The new branding and packaging have been well-received, contributing to increased brand visibility and product recognition on store shelves.

By partnering with José ’66, we were able to revitalize their brand identity with a modern yet authentic design. The new logo and label not only reflect the brand’s rich heritage but also help attract new customers, stand out on shelves, and support their ongoing business growth.