HOT TOM Spicy Hot Tomato Oil is the ‘put on anything’ sauce born out of the Syracuse institution, Pastabilities. It’s regional cult following brought it to the national stage in 2013 on Diners Drive-inns and Dives but, even after all of the hype, HOT TOM never formally established a brand or social presence.
The Challenge:
Establish the Brand: Take the beloved cult product and build a social brand presence to broaden the HOT TOM fan base via social channels.
Educate consumers: Explain the product’s taste & use cases for a category defying product - not just a sauce, or really an oil, or only a condiment.
Build a content library: Build versatile assets that can be easily leveraged across platforms.
The Goal:
We set out to refresh HOT TOM look & feel without straying too far from the current packaging while establishing a new brand direction. The brand package would include a new visual + tone direction, strategy & content for social launch, & a customized sustaining content library of stills + design templates. The brand debut would coincide with a re-introduction of HOT TOM on social channels.
HOT TOM: Lost in the sauce since 1989 ❤️🔥 Born in Italy. Raised in Syracuse at @pastabilites Gone national on #dinersdriveinsanddives in 2013. And all around the world ever since. We’re tangy, spicy, sweet, rich. Hard to describe, but easy to love. And when we say we go with everything… we mean everything. Meet the OG special sauce that’s inspired a cult following for 30+ years.. And see why it’s got food lovers everywhere hot & bothered. 🌶️🍯🍅❤️
ORIGINAL LOGOS
REFRESHED LOGOS
The new HOT TOM voice had to be friendly, familiar & accessible just like the experience at Pastabilities.
We established the new tagline “The put on anything sauce… that you should put on everything.”