It was 1954 in San Diego, California when Hell Bent got its start in the O'Dell family kitchen. Growing in popularity over the coming decades, the founding family decided to take the product to local markets. Hell Bent Hot Sauce isn't made with scorpion venom or genetically modified peppers but it does use the freshest and most flavorful ingredients giving it a hellish heat that adds a playful insult without the injury.
The brand needed an a visual identity that tied in the families bold personality and era specific origin while incorporating messaging that conveyed just how hot their sauce is.
In the discovery session, brand attributes and goals were defined and used to create a supply list for building out the brand framework. A stylescape board was created showing typography, colors, illustrations, and imagery that represented a playful, nostalgic hot sauce brand with roots in the 1950s
The face of Hell Bent was the best place to start fleshing out the brand. Referencing the chosen 1950s characters on the stylescape board, an illustration of a friendly face with a mischievous smirk was created, perfect for the playful and 50s era style of the brand. It signified the heat and the era while giving ample room for a playful brand personality.
Two typefaces were chosen to compliment the Hell Bent Devil Mascot and round out a complete lockup. Using the stylescape board for reference, Zalderash Regular was chosen as the headlining typeface. Plucked straight out of a Hanna Barbera cartoon, Zalderash was a corky 1950s typeface that exemplified the playful and retro attributes of the brand. A slightly modified Mr Eaves Mod OT in Bold was paired with the headline for contrast.
The Primary Lockup needed to be appropriate for its most common application, sitting proudly on the front of a jar. A side stacked variation, a type only version, and the isolated devil head were designated for appropriate applications.
The funky wallpaper patterns and Illustrated Mascots of the 50s were arguably some of the era's most defining aesthetic elements. As an extension of the brand's visual identity, repeatable pattern swatches and mascot illustrations were crafted.
With all elements of the identity working together, Hell Bent Hot Sauce can confidently present itself to the world. From packaging to marketing material, the visual identity accurately and efficiently communicates in a unified manner.
