TorchBearer Sauces : Pennsyltucky People

Hot sauce branding is always a fun design category, but this makeover for TorchBearers, which is fueled by the fact that the company can boast the first and second hottest natural sauces, is peculiarly wacky. The labels feature a cast of bizarre characters who live in a "holler" in what's known as Pennsyltucky. But it takes one to know one in the hot sauce biz. "The work is oddball because the target consumer is, well, kind of weird," says Neiman Group CD Buffy McCoy Kelly. "We're talking to people who are connoisseurs of substances that leave blisters, cook up ulcers and light their hair on fire. They're a little bit insane, a lot of fun and a heck of a lot more colorful than your ordinary Joe