Evan's Rockin' Hot Sauce
A rebrand that kept a touring musician's hand-labeled hot sauce true to its roots, followed by revenue growth of 85% to 100%.
Evan Smith is a touring saxophonist with a background in restaurant kitchens. His hot sauce started as a side project sold at the merch table, labeled by hand with stickers and a marker. He wanted a real brand without losing what made it his.
Our First Pier team treated those early labels as the brand rather than a placeholder. The handwriting, his habit of adding a sparkle emoji and the promise of "no weird stuff" were already there; nobody had used them on purpose. We built on them with patterns and ingredient icons, creating a system that works on a bottle on a store shelf and on a rebuilt online store.
After the rebrand and new site, revenue grew between 85% and 100%. Evan said the work took pieces he had made and showed them back to him in a new way, without inventing a new identity.
Thorough and creative, they take pieces that I've made and show me them in a different way without generating a whole new identity.
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