Studio Unbound gives British hot sauce brand DevilDog a mischievous new identity that puts food and flavour first.
Hot sauce has a habit of shouting about how much it hurts. From flaming skulls to extreme heat warnings, it’s a category where brands compete to be the loudest, hottest and most intimidating. But for DevilDog, a British range of chef-made hot sauces, there was a more interesting story to tell.
With a loyal following but an identity that didn’t fully reflect the quality of its products, DevilDog approached Studio Unbound to broaden its appeal beyond traditional hot sauce enthusiasts and connect with a wider audience of food lovers.
The new positioning, “Your Flavour Companion”, provided the foundation for an identity centred around a playful, mischievous dog mascot. Its pointed ears subtly reference devil horns, while its interactions with ingredients give each sauce its own character within a recognisable family.
A sharp serif wordmark reinforces the devilish personality, complemented by a symbol that transforms the letter D into a devil’s head when turned on its side. High-build screen gloss adds a tactile finish to the packaging, while a rosette-inspired tamper-evident seal offers a playful nod to “best in show”.
The personality extends into a witty tone of voice, weaving together food and subtle canine references without overshadowing the product. Food-led photography and digital experiences bring the wider identity to life, celebrating the enjoyment of cooking, eating and sharing.
“Hot sauce is a funny category. So much of the marketing is about how much pain you can tolerate, which feels a bit strange when you’re trying to sell something delicious. DevilDog already had the credentials to offer something different. Our job was to make those credentials matter to the people who would appreciate them.” — Martyn Garrod, Founder & Creative Director, Studio Unbound
The result is a distinctive, contemporary identity that gives DevilDog the personality, recognition and flexibility to grow beyond the traditional hot sauce category.
Studio Unbound is an independent branding and packaging studio helping better brands become the most obvious choice. Working across strategy, identity and packaging, the studio focuses on making brands clearer, more distinctive and more relevant to their audiences.
Source: Studio Unbound
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