Brianna Burton

digital art director

84

4

ancon hot sauce

STORY: 

i decided to create a hand-drawn label for a hot sauce company. originally i thought about tackling a pre-existing brand - but where's the fun in that? so i'm going to make up a brand for this project.

so i started searching the internet, opening up old vacation photos, and eating mexican food everyday. originally i thought my hot sauce was going to be Mexican, but after finding some choice Cuban inspiration my heart has fallen in love with the whole concept around an 'illegal' hot sauce. 

inspiration is detailed relief illustrations combined with natural materials to create authenticity and crafstmanship in the brand. pulling cues from tequila bottles, 1950's cars, cubano cafes, and seaside cuisine. 

REFINED SKETCHES:

after the first round of sketches i'm really drawn to #2, #6, and #7 and plan on doing some more detailed sketches of these and then going from there... These are completely digitally untouched or edited.

ancon hot sauce - #2
this was a quick more detailed sketch of the idea #2 below. i love the shape of the label and using the overlay of the flavor up top. if i chose to go this route i would definetly refine the banner and all the lettering. not loving the script in Ancon. Not sure if I should add some serif or something to it.

i wanted the anchor to almost feel below the sea, so besides adding texture, i thought trying to make the bottom appear more 'earth' like would be cool - so i tried to make the flourishes almost look like seaweed of some kind.

BASIC SKETCHES:

i decided to call the product Ancon. after researching a bit about cuba and infusing the inspiration board, i found a near-seaside town called trinidad, cuba that appears humble, quaint, and full of pride, family and good food. perfect for where i imagined the brand to come from.

from there i found out a popular beach to be called Playa Ancón or also known as cove, shore, corner etc in spanish.

originally when starting to sketch out the label I took Jon's advice and first made a list of all the important information the label should contain. info that helps tell the story.

- name (Ancón)
- where it's made (cuba)
- what it is (salsa picante)
- heritage (since 1942) - a nod back to pre WW era cuba.
- flavor (mild, hot, hottest)
- possible extra: batch #, family recipe, family heritage story.

after that I also started with blocks and lines to represent different parts of information that needed to appear on the label as seen above.

I also tried to tie in shapes and forms from some Trinidad, Cuban architecture like the windows or towers.

I also kept finding myself being drawn back to an anchor icon to help tie in the seaside and carribean heritage. I also like how this strong icon can stand in to represent the brand - much like Cholula's lady, or Texas Pete's Pete. 

MOODBOARD:

i decided to create a hand-drawn label for a hot sauce company. originally i thought about tackling a pre-existing brand - but where's the fun in that? so i'm going to make up a brand for this project.

so i started searching the internet, opening up old vacation photos, and eating mexican food everyday. originally i thought my hot sauce was going to be Mexican, but after finding some choice Cuban inspiration my heart has fallen in love with the whole concept around an 'illegal' hot sauce. 

inspiration is detailed relief illustrations combined with natural materials to create authenticity and crafstmanship in the brand. pulling cues from tequila bottles, 1950's cars, cubano cafes, and seaside cuisine. 

mood: authentic, relaxed, craftsmanship, enjoyment, flavor, culture, fringe, classic, island

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