Red Clay Hot Sauce

Chef-driven flavor with impact and intention. An identity overhaul for a hot sauce brand inspired by familial heritage.

Authentic Identity

Red Clay’s core was always about co-founder Chef Geoff Rhyne’s connection to the red clay soil of Georgia, his love for simple ingredients, and the sauces’ thoughtful flavor. Work on Red Clay’s re-branding included a custom word mark, individual pepper illustrations, brand story and product copy, and label and package concepts. 

Brand Packaging

Saturated, earthy hues worked to distinguish the individual flavor profiles and complement sauce colors while creating impact on store shelves, restaurant tables and in crowded refrigerators. Bottles are bold on their own but arrayed in a gift set, the effect is amplified.

Website Design

The website’s visual language takes its cues from the brand voice – bold but playful, and the sauce recipe – simple with a big payoff. Combining oversized typography with layered effects, the user experience is engaging and intuitive with immediate options to shop and learn about sauce flavors. Customers further convert through a bevy of editorial content and recipes that reinforce sauce versatility and culinary authority.

Brand Voice

Throughout, brand language speaks to changing your mind and your meal. The brand’s primary tagline has dual meanings for audiences depending on their relationship with the brand. First, as a symbol of co-founder Chef Geoff Rhyne’s childhood with his granddaddy, a farmer, in Georgia’s red clay soil. Secondly, the sauce’s impact on diners and dishes – the sauce is legendary for converting those who didn’t normally go for hot sauce.

Custom Campaigns

As Red Clay’s audience and product line grew, their social campaigns grew more complex. Extended design and strategy work highlighted dietary options, the sauce’s culinary pedigree and its flexibility in recipes.