2020 American Advertising Awards Gold Winner
Overview
Hola Amigos! Señor Muerte is a fictional brand of hot sauces and hot seasonings that are sure to bring the spice. The designs are heavily inspired by traditional Día de los Muertos design, with a broad color palette, skull imagery, decorative elements, and cultural verbiage. The brand consists of three hot sauces, available in a variety of spice levels, and two hot seasoning packets. In addition to the products, a box containing the hot sauce and a trifold recipe guide was also created.
Brand Identity
The full color logo depicts Senor Muerte’s chili pepper mustache sitting on top of the brand name as a way to reinforce the personification of Senor Muerte as a character. The color palette is an array of strong, bold colors that represent traditional Dia de los Muertos design. In order to not overwhelm the designs, the colors were carefully selected in pairs that would pop against one another. Each sauce and seasoning flavor was assigned a different color pairing so that the products were visually distinct from one another and individually recognizable even when merchandised together on a display.
one-color logo
full color logo
Brand color palette
Design Considerations
1. Voice and design are unique enough to stand out from competitors on a store shelf.
2. Dia de los Muertos theme has longevity and does not feel like a limited edition brand.
3. Bold, relatable brand voice sparks emotional connection with consumer.
Brand Voice
"¡Hola Amigos! We at Señor Muerte believe that the spice of life is, well, spice! But that doesn’t mean that you must throw away the flavor in order to get the heat. We would rather our food be transformed into something spicy and delicious, so we are introducing our Día de la Salsa line of hot sauce and hot seasoning. Our salsas are made from fresh peppers and blended with an array of spices that are sure to have your taste buds on edge while adding additional flavor to your foods. The Día de la Salsa series offers a range of heat levels to satisfy any spice lover without sacrificing tastiness. Señor Muerte knows that not every tongue can take the heat, which is why we are also introducing our ¡Oye! and ¡Andale! hot pepper seasonings. For a kick of flavor that you can control, add as much or as little of the seasoning as you want to all of your favorite sauces, such as mayo, mustard, ketchup, barbecue, ranch, or anything else you can think of. Make any sauce a hot sauce! Life is all about taking risks, so take a walk on the wild side of salsa and say ¡Adios! to bland food."
