New Zealand-based Huffman's Hot Sauce has received a branding makeover, featuring reduced hot sauce labels that let the quality of the product speak for itself.
Helmed by Cato Brand Partners, this hot sauce rebranding gives the product's label a minimalist update that bucks the trend of large hot sauce labels used by other brands. The labels for 'Bloody Mary,' 'Chili Pepper' and 'Sweet Chili' have been moved to the stem of the bottle to show off each sauce, while also highlighting a subtle marked indentation of the brand's new masked logo.
A subtle masked chef figure lightly decorates both the label and the bottle itself. The masked branding is also superimposed playfully onto advertising to feature vintage black and white characters in a manner resembling spray-stencilled graffiti.