Cry Baby Craig’s
A small hot sauce company based in Faribault, MN started by a sous chef with big dreams.
Working with an existing hand-drawn logo, this local hot sauce brand was expanded congruously and continues gaining attention with the stability of methodical marketing, a recognizable, authentic written voice, and homespun campaigning antics.
FEATURES
Brand Expansion
Graphic Design
Copywriting
”Video”
Original Sauce
The Original Sauce circa 2012.
The only existing branding was the cartoon face and wordmark, hand-drawn by someone down at the corner hardware store. While this posed a branding challenge, I leaned into the homespun aesthetic while keeping it easy to read and recognizable. This gave CBC’s a distinctive “non-brand” that lends it authenticity and an unconventional DIY personality, fitting to the proprietor and his pet product.
Hailfire Sauce
A charity sauce benefiting local farmers after a massive storm wiped out crops in the summer of 2020.
Keeping with the hand-drawn aesthetic CBC’s had made famous. This sauce was sold exclusively at Lunds and Byerly’s, a major Twin Cities grocery chain.
Hot Mustard
A limited run charity sauce, this time benefitting local star chef Justin Sutherland after he sustained life-threatening injuries in 2022.
The challenge here was to incorporate Justin Sutherland’s existing brand with the homespun CBC’s branding, keeping both recognizable and maintaining the positive vibes for both.
Cheesy Pow Pow
Nothing much to see here folks, just a lot of copywriting and a dumb name I made up - but hey, it works!
