Robot Food

Marshalls Mill, Marshall St, Holbeck, Leeds LS11 9YJ, UK

Design: Robot Food
Project Type: Produced, Commercial Work
Client: Fuego Spice Co.
Location: Leeds, UK
Packaging Contents: Hot sauce
Packaging Substrate / Materials: Paper, glass bottle

California based Fuego Spice Co. asked brand design agency Robot Food to put flavour over fire and rebrand their Zana and Riza sauces and Hot Hive Honey.

Stemming from a self-proclaimed obsession with hot sauce, the people behind Fuego Spice Co. share their love of heat through a subscription service, Fuego Box, dedicated to discovering the most tantalizing, taste bud tingling, hot pepper sauces of the world. After providing spice lovers with their monthly fix they decided to put their money where their mouth is and create their own range of flavour filled firecrackers.

A massive category in America, hot sauce shelves are packed with producers jostling for the attention of hotheads. Fuego Spice Co. called on Robot Food to understand the opportunity within the category and provide an aesthetic that elevates the brand to rise above the ruckus.

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Chris Shuttleworth, Senior Designer at Robot Food said about the project: “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.”

“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, founder of Fuego Spice Co. has said: “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.”

Expect to find Fuego Spice Co.’s flavour filled rebrand through their website and in their subscription boxes soon.