SRIRACHAHOT SAUCE

REBRANDING MANUAL

DANIELA MALTESE

TABLE OF CONTENTS

INTRODUCTION...........................................4CLIENT PROFILE..........................................8CREATIVE BRIEF..........................................12SWOT ANALYSIS........................................16EXPANDED TARGET MARKET....................20MOOD BOARD..........................................24COMPETITOR ANALYSIS............................28GRAPHIC TOOLBOX..................................32STYLE GUIDE..............................................36APPLICATION.............................................40CLOSING....................................................44

INTRODUCTION

Huy Fong Foods, with its humble beginnings in Los Angeles, California in 1980, has grown to become one of the leaders in the Asian hot sauce market. When Huy Fong Foods started business, it was producing, by hand, their first chili sauce: Pep-per Saté Sauce. This particular sauce was developed by the company’s founder, David Tran. He was producing and selling this sauce in his native country of Vietnam before he arrived in the United States. Eventually, he formulated four more chili products: Chili Garlic Sauce, Sambal Oelek (Ground Fresh Chili Paste), Sambal Badjak (Chili Paste with Onions), and finally, Sriracha Hot Chili Sauce, which is currently Huy Fong Food’s most well known and best selling items.

In 1986, Huy Fong Foods moved into a 68,000 square foot building in Rosemead, California. Here, the company has contin-ued to increase production every year, but still never being able to keep up with demand.

Huy Fong Foods’ chili sauces are made from fresh, red Jalapeño chili peppers and contain no water or artificial colors. This results in sauces that are flavorful and hot. All of the five sauces are manufactured in Rosemead, California. Huy Fong Foods has begun to break away from being known as a sauce for only Asian food and now is being known as a hot sauce for all cultures. Some uses for the sauce include topping pizzas, marinating meat, adding heat to chilies and soups, and spicing up salsas.

Characterized by the clear plastic bottles, green caps, and Rooster logo, the sauces can be found almost anywhere.

INTRODUCTION

CLIENT PROFILE

CLIENT PROFILE

Huy Fong Foods plans to continue making high quality ingredients at low prices and great taste and make it a success in today’s trend toward spicy foods.

VISIONHuy Fong Foods has begun to break away from being known as a sauce for only Asian food and now is being known as a hot sauce for all cultures. Targeting all races, ages, genders, ethnicity, really anyone who loves hot sauce.

TARGET AUDIENCE & INDUSTRY

In December 2009, Bon Appetit magazine named its Sriracha sauce Ingredient of the Year for 2010.

Sriracha has become an Internet sensation (The Oatmeal) & pop culture phenomenon.

Let’s be honest, it’s delicious.

City of Irwindale filed a lawsuit against Huy Fong Foods in October 2013, claiming that the factory odor was a public nuisance.

In 2010 the company produced 20 million bottles of sauce in a year, their supply still unable to keep up with demand.

Unfortunately, there is no mainstream promotion.

STRENGTHS WEAKNESSES

PRODUCTS

Sriracha Sauce Chili Garlic Sambal Oelek

TONE & CURRENT DESIGNStraight forward, in your face, bright colors.Very traditional font and logo design.It can be recognized by its bright red color and its packaging: a clear plastic bottle with a green cap, text in five lan-guages (Vietnamese, English, Chinese, French and Spanish) and the rooster logo.

NICHE What originally started out as an asian food has now branched off into multicultural food. It has become the next condiment. However, only those interested in adding heat or additional flavor to their foods would be interested in their products.

CREATIVE BRIEF

CREATIVE BRIEF

Huy Fong Foods’ Sriracha Hot Sause RebrandPrepared by: Daniela Maltese

PROJECT

Beginning in 1980 on Spring Street in Los Angeles’s China-town, with an initial investment of US$50,000 in family savings after being turned down by a bank for a US$200,000 loan, it has grown to become one of the leaders in the Asian hot sauce market, especially Sriracha sauce. The company is named for the old Panamanian freighter that carried Tran and 3,317 other refu-gees out of Vietnam in December 1978. The rooster logo comes from the fact that Tran was born in the Year of the Rooster on the Vietnamese zodiac. The bottles’ trademark green top symbolizes the freshness of the chili used. In 1986 or 1987, Huy Fong Foods relocated to a 68,000-square-foot (6,300 m2) building in Rose-mead, California.

BACKGROUND

UNIQUE SELLING PROPOSITIONHuy Fong Foods are a family run business dedicated in making the freshest, cheapest and best tasting hot sauce. Founder David Tran wanted to give back to the community in flavor for the country taking him in as a refugee after the Vietnam War. Unlike their competi-tors, Huy Fong Foods use the freshest ingredients grown only 70 miles from the factory and has kept their same great tasting recipe since 1983.

OBJECTIVEThis ad campaign can help further establish the company and help gain community awareness for their products. A rebranding would a fresh new look to attract a new customer base and increase their profit margin.

Target consumer would be male or female, single or married, ages 20’s-40’s, $20,000+ annual income, and ideally anyone who likes to add spice and flavor into their foods.

TARGET AUDIENCE

VISUAL APPEARANCE KEYWORDS

TAGLINES

FRESH VERSATILEHOTHuy Fong Foods use only the freshest ingredients in all of their

hot sauces.

Huy Fong Foods’ chili sauces are made from ripe red jalapeño chili peppers and contain no added

water or artificial colors.

Huy Fong Foods has begun to break away from being known as a sauce for only Asian food and now is being known as a hot

“FEEL THE HEAT.” “FRESH. HOT. SRIRACHA.”

“WHERE FOOD MEETS FLAVOR.”

CALL TO ACTIONWe want gain awareness and for new customers to try out our product. Besides the foodies, hipsters, and Asian-American restaurants that carry it, many view Sriracha sauce as exotic or have not heard of it at all.

SWOT ANALYSIS

SWOT ANALYSIS

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

Empire built entirely on quality, affordability, and taste.

Family owned.

Passionate following.

Never advertised in the US.

Unknown to average Americans.

Supply and demand availability.

Competition of American made hot sauces.

Because of it’s cult following and current internet sensationalism, the company has a large margin of company base they have yet to uncover.

Continue to offer same customer loved product.

Target larger populations for rapid spread advertising

Unfamiliarity to average Americans leave them scared to try something new.

No social media output or widespread advertising restricts gaining customer fan base.

EXPANDED TARGET MARKET

EXPANDED TARGET MARKET

Age: 23Gender: MaleLocation: Orlando, FLIncome Level: $22,000Social Class: Lower ClassOccupation: Sales ConsultantEducation: Bachelors DegreeMartial Status: SingleHobbies: Bike riding, playing guitar, cooking

CODY JENNINGS

Age: 34Gender: FemaleLocation: Columbus, OHIncome Level: $53,000Social Class: Middle ClassOccupation: Interior DesignerEducation: Bachelors DegreeMartial Status: MarriedHobbies: Crafting, Designing, Swimming

LESLIE GARDNER

MOOD BOARD

MOOD BOARD

COMPETITOR ANALYIS

COMPETITOR ANALYSIS

Tabasco, has a 144-year-old history and estimated $100 million annual re-tail sales that earns it a veteran stand-ing among other condiments. While its Sriracha sales figures are not avail-able, Huy Fong is reported to have turned out 20 million bottles last year.

MARKET TRENDTabasco has a full regime of social media outlets as well as a mer-chandise line from hats and shirts to pins.

Like Sriracha, they haven't much swayed from the original logo, but have had some product packaging redesigns.

They have had tons of US print ads as well as new usage ideas and new menu items to increase profit margin.

Frank's Red Hot "I put that *&%$ on Everything" campaign was suc-cessful online and offline introducing their initiatives.

COMPETITIVE ACTION

GRAPHICS TOOLBOX

GRAPHICS TOOLBOX

FONTS

COLOR PALETTESSRIRACHAHOT SAUCE

Sleep on your face shed everywhere tristique elit tristique, iaculis give me fish kittens nullam pharetra egestas. Dolor non suspendisse eat the grass, sollicitudin climb the curtains enim ut tail flick shed everywhere sunbathe bat. Sleep in the sink judging you rip the couch adipiscing iaculis lick, nullam vestibulum enim ut meow quis nunc etiam.

Avenir Next Condensed - Heavy, Demi Bold, Ultra Light

SRIRACHAHOT SAUCE

Sleep on your face shed everywhere tristique elit tristique, iaculis give me fish kittens nullam phare-tra egestas. Dolor non suspendisse eat the grass, sollicitudin climb the curtains enim ut tail flick shed everywhere sunbathe bat. Sleep in the sink judging you rip the couch adipiscing iaculis lick, nullam vestibulum enim ut meow quis nunc etiam.

Friar ProCochin - Regular

SRIRACHAHOT SAUCE

Sleep on your face shed everywhere tristique elit tristique, iaculis give me fish kittens nullam phare-tra egestas. Dolor non suspendisse eat the grass, sollicitudin climb the curtains enim ut tail flick shed everywhere sunbathe bat. Sleep in the sink judg-ing you rip the couch adipiscing iaculis lick, nullam vestibulum enim ut meow quis nunc etiam.

Hobo - StandardKannada Sangam

SRIRACHAHOT SAUCE

Sleep on your face shed everywhere tris-tique elit tristique, iaculis give me fish kittens nullam pharetra egestas. Dolor non sus-pendisse eat the grass, sollicitudin climb the curtains enim ut tail flick shed everywhere sunbathe bat. Sleep in the sink judging you rip the couch adipiscing iaculis lick, nullam vestibulum enim ut meow quis nunc etiam.

Royal InfernalTamil MN

LOGO CONCEPTS

HOT SAUCE

SRIRACHA

“Feel The Heat.”

SRIRACHAHOT SAUCE

STYLE GUIDE

STYLE GUIDE

FINAL CONCEPT LOGO

SRIRACHAHOT SAUCE

SRIRACHAHOT SAUCE

AVENIR NEXT CONDENSEDABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz123456789012345678901234567890

FONT

COLOR PALETTE

R: 214G: 13B: 38C: 0M: 240Y: 210K: 41

R: 0G: 216B: 64C: 255M: 0Y: 179K: 39

R: 239G: 212B: 196C: 0M: 29Y: 46K: 16

R: 218G: 59B: 24C: 0M: 186Y: 227K: 37

R: 242G: 153B: 135C: 0M: 94Y: 113K: 13

APPLICATION

APPLICATION

SRIRACHAHOT SAUCE

SRIRACHAHOT SAUCE

PACKAGING APPAREL LETTER HEAD

SRIRACHAHOT SAUCE

SRIRACHAHOT SAUCE

BUSINESS CARDS

CLOSING

CLOSING

It has been quite a journey this semester. I never thought I’d be taking a graphic design class even though I had an interest in it. I’ve learned so much as a student, a designer, and as a creative thinker. Working on this redesign has opened my mind to new concepts from a design perspective that I can use in my everyday life as well as in future projects to come. I’ve thoroughly enjoy this class and the teachings of my professor. I hope to use these new found talents to succeed in the future. Graduation is a semester away and I’m ready to take on new challenges.

- Daniela Maltese

SRIRACHAHOT SAUCE

PLEASE CONSIDER MY REBRANDCOPYRIGHT 2013 DANIELA MALTESE. ALL RIGHTS RESERVED