Tabasco Sauce

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:

Justin Gilman