The Breakdown

This case study exists as one of three focusing on the “Gallo Hot Sauce” brand. Each of the three case studies builds with the same basic pieces: the name is “Gallo,” the imagery features a rooster (gallo), and the product is hot sauce.

This version of the Gallo Hot Sauce case study is the most expansive of the three so far, focusing on building characters and a story. The brand features three flavors of hot sauce: Roostifer, Roostergorgon, and Chickthulhu. All of these flavors are paired with their respective rooster monsters, inspired by Lucifer, the demogorgon from Stranger Things, and Cthulhu from H.P. Lovecraft stories.

This version of the Gallo Hot Sauce brand is edgy, a little spooky, and shrouded in mystery. The intensity of the branding correlates to the intensity and extreme spice of the sauce. The logo gives the appearance of being old and dilapidated, with a nod to the “devilish” nature of the brand with the tail and horns on the ‘A’. The secondary logo depicts an eye dropper, which references the packaging of the hot sauce - an eye dropper bottle. Gallo Hot Sauce is so spicy, that you only need a drop of it. The colors are high in contrast, sticking only to black, white, and red (red being associated with intensity and blood).

The store display would be featured in stores and have rooster tracks around the store leading to the display.

Core ideas kept in mind while designing this brand:

• Spicy

• Intense

• Occult

• Mysterious

• Sarcastic