Red Dog Chillies needed a rebrand to show off their quality product and engage new consumer interest. Their old branding did not communicate the authentic, hot n’spicy goodness that lay inside.

In keeping with the Mexican style hot sauces and Jalapenos, we went with a Mexican ‘street food’ theme. Their beloved ‘red dog’ that meanders around their farm takes centre stage on the label. The red dog is adorned with a ‘day of the dead’ face mask and chillies of many varieties are scattered over the labels.

The label has other story telling imagery – the sun, which is a key factor for successful chilli growth and graphically communicating this is an Australian product. Mexican design patterns add to the Mexican theme. There are three flavours within the sauce range, each branded in a different colour.