Peppy's All-Purpose Seasoning aims to deliver a punch of heat while still maintaining a palatable experience for the consumer. With a unique blend of finely ground peppers, herbs, and spices, Peppy's serves as a spice cabinet staple that can be used in a variety of dishes and snacks. Peppy's doesn't claim to be revolutionary. instead, they deliver on the promise that they will enhance your classic comfort foods and make your mom cry...when you tell her that you'll be making the family casserole from now on.
Mood board comprised of labels from the 1940s to the 1970s
Logo and Logotype Concepts
Peppy's All-Purpose Seasoning is marketed towards those who favor simplicity and ease of use when it comes to fussing over which spices to use and for what. Being an all-purpose seasoning, Peppy's caters to those who want everything but the kitchen sink in terms of flavor, and heat factor. Unlike its competitors, Peppy's brings the heat in a way that indulges the senses rather than numbing them.
Logomark Concepts
Peppy's All-Purpose Seasoning Logo
Using the devil in this context, (or rather his "kewpie doll-esque" counterpart) is meant to exhibit the playfulness of the brand, as well as the indulgence when using the product. The devil can signify guilty pleasures, so when paired with dark, rich colors that message is especially clear.
Front of Peppy's packaging label
Back of Peppy's packaging label
Advertisement highlighting the inadequacies of salt and pepper
These recipe cards would have been given to customers at their point of purchase, further cementing the brand as a go-to for home cooks and professional chefs alike. Peppy's aims to give new life to old classics, while acknowledging that it won't taste just like mom's...It'll taste even better!
Advertisement featuring Peppy's slogan, "The ol' faithful kitchen staple"
Peppy's is a brand that prides itself on being candid about what it brings to the table: bold flavor! This is evident through an up-close shot of the product, as opposed to concealing it within the packaging. Peppy's is confident in their product, bringing it to the center of the viewer's focus.