Branding hot sauce with celebrity endorsements

Hot sauce and barbecue sauce labels can be designed with a variety of different imagery and descriptors: producers can fill the label with enticing images that reflect the sauce’s contents and spiciness, or keep things simple with minimalist designs that focus on the actual sauce as visible through the glass of the bottle. Celebrity endorsements and branding add another wrinkle, as companies are expected to combine crisp photos of well-known stars with their traditional packaging.

In the past, some labels that include photographs of famous people in their packaging have looked stilted or unconvincing, as if the person was pasted there. Rob Gronkowski, football player for the New England Patriots, is embracing the spirit of the product in his own branded hot sauce, which features an image of him flexing his muscles surrounded by flames.

The label, featured in a recent NESN article, is a good example of the different elements that can come into play in a customized hot sauce label. Stylized font, a range of colors and a photograph of an important figure all play easily identifiable roles. At the same time, the front of the label has a clear and uncluttered look that very quickly communicates the most important aspects of the brand to onlookers.

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