CREDITS

Illustration, Raphael Montoliu

Created by a father and son duo, Floyd & Fred's is a unique hot sauce combining tropical key lime juice with just the right zing from zesty habanero peppers. Unlike the standard vinegar-based hot sauces that mask the flavors of your foods, Floyd & Fred's has a crisp citrus brightness and surprisingly understated pepper zip that brings out the best of the foods you already love.

To visualize this flavor combination nirvana, a neon color palette stands stage front on the package, signaling to the customer the distinctive taste combination they are about to experience. The brand identity itself shuns stereotypical hot sauce conventions by avoiding cheesy illustrations and characters, and instead leans into a type-driven solution that allows the brand to stand out on shelf.

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