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Tardis Design
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Hot Samoan Boys – A Brand Story Back


Revitalise Samoan Chilli Sauce and position it to first take on New Zealand, and then the world.


What do you do with a bunch of young troublemakers living on a small Pacific Island with nothing to do but make mischief? You get them growing Birdseye chillies of course. Then you turn the chillies into sauce and you think ‘this is pretty good, maybe we should sell it’. Samoan Chilli Sauce was born. With the village boys back on the straight and narrow and the sauce a local hit, it was time to share the love. That’s where we come in. Hot sauce. Not so hot branding. What they needed was something that would grab the attention of international sauce lovers. So we put our heads together and came up with a new name – Hot! Samoan Boys Chilli Sauce.  Hot! was all about an attitude. It’s a heavy dose of alofa, resourcefulness, humour and a Samoan way of doing things. We found a brand new way to tell their story, keep it real and start these local heroes on the path to global hot sauce domination.


Hot! Samoan Boys made its first international outing at the 2011 Auckland Food Show where it quickly won over chilli lovers and media alike. A few chefs – who will remain nameless – whisked it away to use in their cooking demonstrations and the food writers sung its praises. But more importantly the team clinched their first distribution deal. The sauce is now in several good food stores and outlets across New Zealand and the brand continues to gain momentum and fans.


Brand Strategy & Development, Mentor, Visual ID, Packaging, Online Advertising and an extra large dollop of passion and support for a product and team that deserves to know real success.

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