Chili Maven

Bringing Mexican magic to the UK market

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.

The eagle mark is inspired by the Mexican Eagle from the flag, replacing the snake with a chilli pepper.
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Product photography was used to show the diversity of Salsa Macha - highlighting how it can improve even the simplest of British classics.
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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.

Alexa Fernandez
Founder, Chili Maven
We developed a tagline to champion the flavour of chilli, rather than just it's heat
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