For Tabasco, an iconic brand in the world of hot sauces with over 150 years of history, the challenge was clear: to preserve its legacy and authenticity while adapting to the demands of a globalized and digital market. My rebranding work aimed to update the brand without losing sight of the elements that have made it a classic, while making it more appealing to a younger audience and modernizing its visual and digital communication.
The main focus was revitalizing the brand's identity by digitizing the product to align it with the expectations of new generations and improving its presence on digital platforms. Through a careful balance between classic and contemporary, we retained iconic elements, such as the unmistakable bottle and the red and green color palette, which are part of the brand’s DNA. We complemented this with a more dynamic and fresh graphic design approach, incorporating modern typography and a visual system adaptable to various formats and media.
Additionally, the new brand communication emphasizes a narrative that resonates with younger audiences, with a fresh tone and campaigns designed specifically for social media and digital platforms. The result is a brand that remains true to its roots while being ready to thrive in the modern world, attracting both its loyal customers and new generations.
New digital platform
The history in products
Variety based on an original
