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Fuego&Co
A premium hot sauce brand seeks a  brand identity that matches their bold and energetic flavors.



Full Presentation: Link











The Problem:

Fuego & Co. did not have a brand identity; all they had was a few hot sauce recipes and a list of key words: premium, minimalist, bold, and energetic. What they needed, then, was someone to bring clarity and form to their hazy visions, from social media content to physical packaging.  

The company also wanted a versatile motion graphic that commanded attention, reinforced their bold identity, and felt seamless as it transitioned into the main landing page. The video needed to enhance their brand story and be able to be used as advertising across multiple platforms, from YouTube to Instagram and TikTok.












The Solution:

Arteria Std Compress leaves little white space in between its letters, filling both vertical and horizontal areas with just text. As a result, there is no need to fill space with illustration or patterns, adding to the brand’s premium feel. ITC Avant Garde Gothic Pro pairs well with Arteria because of its easy to read letters and clean aesthetic. The two fonts together cover a range of uses, from billboard slogans to long captions. 

While the brand uses a variety of colors to represent different flavors of hot sauce, the mockups themselves are more restrained, using only a light grey and the flavor’s representative color. By using the color palette in this way, we can maintain a high-end feel without sacrificing at-a-glance differentiation.

The motion uses quick transitions and slides without much downtime. By not lingering too long on any one frame, the video maintains viewer interest and keeps up the energy, as per the brand’s identity.