Chili Maven
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Challenge
Chili Maven is a start up food brand, on a mission to bring new and exciting products into the UK market, inspired by the flavours of authentic Mexican recipes and chilli peppers. With over 4000 varieties of chilli globally - yet, in the UK, only a handful are known. Chili Maven were looking to take advantage of this gap in the market, to position themselves as experts in this field and market leaders for authentic chilli-based products, recipes and chilli education.
Solution
We developed a brand identity that celebrates the spirit and vibrancy of Mexico without cliched imagery, whilst simultaneously highlighting their niche within the chilli market. Using their first product to market - Salsa Macha - we crafted a simple packaging label that brought product education and brand messaging centre-stage, as well as a stunning product photoshoot to launch the business.
Recognition
![The eagle mark is inspired by the Mexican Eagle from the flag, replacing the snake with a chilli pepper.](https://cdn.prod.website-files.com/5bf1c2ccde18dd05bd430ccc/61d81fdb14e834113be88b67_chili-maven-case-study2.jpg)
![](https://cdn.prod.website-files.com/5bf1c2ccde18dd05bd430ccc/61d81fda420fdad879a89284_chili-maven-case-study3.jpg)
![Product photography was used to show the diversity of Salsa Macha - highlighting how it can improve even the simplest of British classics.](https://cdn.prod.website-files.com/5bf1c2ccde18dd05bd430ccc/61debd149a6826231d613dae_chili%20maven%20portfolio%202.jpg)
![](https://cdn.prod.website-files.com/5bf1c2ccde18dd05bd430ccc/61debc66c77161002ce748e0_chili%20maven%20portfolio%2022.jpg)
![We developed a tagline to champion the flavour of chilli, rather than just it's heat](https://cdn.prod.website-files.com/5bf1c2ccde18dd05bd430ccc/61d81fe95f338c0f101f7e30_chili-maven-case-study5.jpg)
![](https://cdn.prod.website-files.com/5bf1c2ccde18dd05bd430ccc/61d81fe85f338c005c1f7d4d_chili-maven-case-study6.jpg)
![](https://cdn.prod.website-files.com/5bf1c2ccde18dd05bd430ccc/61d81fe83476d201ee48e3db_chili-maven-case-study7.jpg)
Love the team at Arobase Creative!! I hired them to create a brand for my range of Mexican sauces, and the branding they created was amazing! They really did a good job of capturing the essence of the brand and the story behind the brand.