branding for a sauce that shouts

Hot!Dang! is a line of spicy craft aioli that is best slathered on sandwiches or used as a dipping sauce. Smoky, artisan, and delicious, you’ll want to add it to everything (but please don’t)!

The brand was developed to be lively and expressive at its core—a brand that would speak like a mouth on fire. Hot!Dang! was selected as a catchy and relatable brand name that actually sounds better when screamed!

A funky brand mascot emerged to personify the experience of eating something really good, and really spicy. Each heat level features a different character that gets increasingly more nervous about what they’ve consumed.

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