Mrs&Mr Captures Transformative Essence of Tabasco Brand With a Hot, New Brand ID
Aug. 02, 2022
Creative agency Mrs&Mr has created the first visual identity system for TABASCO® Brand that is rolling out across all communications globally. The new look blends familiar brand elements with bold new graphics —including animation—to instantly telegraph the brand’s legendary status and singular ability to ignite and amplify flavors across all cultures and cuisines.
The new visual system celebrates the iconic TABASCO® Brand bottle shape and labels and creates a visual vocabulary that both literally and figuratively interprets a new tagline, "Light Things Up". The design utilizes vibrant, energetic illustrations, graphic elements, and food photography instead of predictable flames and explosions to communicate its transformative power and creates a clear system to highlight individual flavors. The identity needed to also offer a way to tell the brand’s heritage and be versatile enough to adapt to a range of mediums and usages.
Kate Wadia, founder & CCO at Mrs&Mr said:
“Giving things kick and heating things up is a category table stake—TABASCO® Brand does so much more. Its unique strength is that it makes everything it touches more original. Some of the most distinctive people in the world are passionate about TABASCO® Brand from chefs to celebrities to astronauts to royalty. It has been a beacon for original people and tastemakers for more than 150 years and we celebrated this essence with a dynamic, contemporary visual system that keeps the iconic bottle and diamond logo central to every communication.”
The global nature of the brand requires a visual-first language-agnostic system that is easy to adapt to local marketing needs. New style elements include a refresh to the iconic TABASCO® Brand diamond logo, a new bottle treatment with a pronounced diamond logo to enable branding communication and flavor differentiation, and a halftone bottle that provides a more hand-made, illustrative feel.
In addition to the dynamic graphic style, the new system includes verbal icons, a refreshed color palette, new typography, and an updated, arresting, and appetizing approach to food photography. A clear set of design rules makes the templated system both turnkey and scalable to provide literal building blocks for campaign supporting any activation, flavor, or holiday anywhere in the world.
Related News
La Colombe Unveils new Look and Integrated Campaign for new Draft Latte Putting Froth up Front
In close partnership with creative agency Mrs&Mr, La Colombe is unveiling its new look alongside the debut of its new ready-to-drink line of Draft Latte
Mrs&Mr Creates the Visual Identity for "Fast-Fine" Dining and Delivery-Concept Wonder
For serial entrepreneur Marc Lore’s ambitious Wonder project, the agency created the new branding that was implemented across consumer touch points
Mrs&Mr Gives Blink Fitness a Welcoming and Distinctive New Look
Creative company Mrs&Mr has rebranded Blink Fitness, the premium and affordable feel-good fitness brand with more than 100 locations
Latest News
May. 10, 2024
Clash of Clans Invites People to Raid Erling Haaland’s Village in OOH Campaign
Clash of Clans, one of the world’s most-downloaded mobile games, partners with football superstar Haaland
May. 10, 2024
Bowel Cancer UK Campaign Targets Adults Most Reluctant to See their GP
The campaign, called Tell Your GP Instead, was developed by behaviour change experts at Claremont Communications