As traditional advertising dimishes, the value of a clearly defined brand grows. In our not-so-humble opinion, McInhenny’s Tabasco Sauce is a paragon of clear, consistent, and forceful branding.
Launched in 1868 by Edmund McIlhennny, the hot sauce is made from tabasco peppers, a Mexican variety planted on an island in South Louisiana. From the beginning, McIlhenny realized the value of brand identity. His first batch was sent to stores in cologne bottles from a New Orleans warehouse.
The package remains unique and evocative:
This 19th century McIlhenny print ad is an icon of graphics arts education. Imagine its effect as a point-of-purchase display alongside today’s all too often bland supermarket labels: