Mrs. Wages:
Spice Sauce
Spicing things up
Since 1950, the Mrs. Wages® brand has been helping consumers boost, discover and create flavors they love in every dish. With their new Spice Sauce — a zesty complement framed as “the wacky uncle” of their product line—they needed names, messaging, and a look that would distinguish the sauce without disconnecting it from the Mrs. Wages brand.
Letting the flavor tell the story
Calling the product “Spice Sauce” shifted its appeal to being more about flavor than heat, while speaking in a light, engaging voice that didn’t differentiate too far from the established Mrs. Wages’ brand.
We named the two flavor options, “Original Mississippi Style” and “Western Style,” to reflect the regional origins of the taste profiles. Our message was about unlocking more flavor in people’s favorite dishes, all while speaking with a fun, distinct voice: Let the flavor out!
The bottles’ label design tells a story of good times and good meals, using a craft paper backdrop, bold newspaper headline lettering, and friendly messaging to set it apart, with a prominently displayed Mrs. Wages logo and patterned leaf design around the neck of the bottle to connect it back to the brand.
Flavor in all shapes and sizes
We broke down the profiles of both Spice Sauce flavors on the front and back of the label to define and introduce it to our audience, letting them know what to expect heat and flavor wise. “Original Mississippi” and “Western” were further individualized with different colors for more definitive personalities that reflected their traits, with a sizzling red for Mississippi and a darker shade for Western.
This messaging and visuals were all over our video, social and web assets, including those on Amazon, where we were able to showcase our unique label designs and adventurous vibe, as well as infographics that broke down the Spice Sauce’s best elements and suggested pairings.
