Seventh Circle Hot Sauces (2019)

Seventh Circle Hot Sauces is (was?) a small-batch hot sauce brand. While we can’t find information about the company online, we found the marketing materials: the logo is pictured above. The brochure reads:

“The seventh circle of hell is reserved for those who have committed violence. As hot sauce fiends, we are guilty of committing this violence on ourselves. This is your reckoning.

“Our sauces are 100% vegan, gluten-free and without added sugar or unnatural preservatives. We continue to hand select all of the ingredients, and strive to create a product that brings heat and unique flavor.

“Hell isn’t all fire and brimstone. Sometimes it’s peppers and vinegar.”

All branding materials are designed by Jake Neece. Here is Neece’s description of the company’s visual identity, as he conceptualized it:

“Seventh Circle is a boutique hot sauce brand focused on unique flavor combinations, natural ingredients, and small-batch production.

In exploring the logo, I wanted to create a mark that was easily recognizable and conveyed the brand’s messaging in a simple but clever way. The phrase ‘You reap what you sow’ stuck out in my mind, as the seventh circle of hell is for those who have committed violence, and in this case on themselves. I went with the scythe and illustrated it to be in the shape of the number seven.”    —Designer Jake Neece on Dribbble

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10th Circle Hot Sauce (2021)