Are You A Ketchup or HotSauce brand?
Are You A Ketchup or HotSauce brand?
Are You A Ketchup or HotSauce brand?
Brand Identity
Brand Identity
Brand Identity
Brand Evolution
Brand Evolution
Brand Evolution
24 Apr 2025
TLDR: Ketchup vs Hot Sauce — What Kind of Brand Are You?
Ketchup is safe, expected, forgettable.
It blends in, pleases everyone, and says nothing unique.
Hot sauce is bold, distinctive, and polarising (on purpose).
It attracts the right people by being unapologetically itself.
Design isn’t just about looking good — it’s about standing for something.
If your brand feels interchangeable, it’s not working.
Great brands aren’t built to be liked by everyone — they’re built to be wanted by the right ones.
So ask yourself: are you trying to fit in, or are you here to stand out?
One gets picked up out of habit. The other gets remembered.
Most brands try to be everyone’s best mate. They don’t want to offend, stand out, or be misunderstood.
So they play it safe until they taste like… ketchup.
Now, nothing wrong with ketchup. It’s fine. But you don’t remember fine…
Hot sauce? Different energy entirely.
So, what’s the actual difference?
Ketchup plays it safe.
Hot sauce knows its audience and leans all the way in.
Ketchup is mild, mass appeal.
Hot sauce is unapologetically bold — and not for everyone.
Ketchup fits in at every table.
Hot sauce makes the table more interesting.
Ketchup says, “Will this do?”
Hot sauce says, “Buckle up.”
Design isn’t decoration - It’s direction.
If your brand could be swapped with a competitor’s and no one would notice… that’s a red flag.
Because being “professional” or “modern” or “clean” doesn’t cut it if you’re not also unmistakably you.
Differentiation means:
You know who you’re here for.
You’re clear on why it matters.
And your visuals, voice, and vibe all say the same thing.
When that clicks?
Your brand starts attracting people who get it - and repelling the ones who don’t (which is a good thing, by the way).
So - are you ketchup, or hot sauce?
One plays nice.
The other builds loyalty, word of mouth, and that “Where did you get this?!” reaction.
You decide…
TLDR: Ketchup vs Hot Sauce — What Kind of Brand Are You?
Ketchup is safe, expected, forgettable.
It blends in, pleases everyone, and says nothing unique.
Hot sauce is bold, distinctive, and polarising (on purpose).
It attracts the right people by being unapologetically itself.
Design isn’t just about looking good — it’s about standing for something.
If your brand feels interchangeable, it’s not working.
Great brands aren’t built to be liked by everyone — they’re built to be wanted by the right ones.
So ask yourself: are you trying to fit in, or are you here to stand out?
One gets picked up out of habit. The other gets remembered.
Most brands try to be everyone’s best mate. They don’t want to offend, stand out, or be misunderstood.
So they play it safe until they taste like… ketchup.
Now, nothing wrong with ketchup. It’s fine. But you don’t remember fine…
Hot sauce? Different energy entirely.
So, what’s the actual difference?
Ketchup plays it safe.
Hot sauce knows its audience and leans all the way in.
Ketchup is mild, mass appeal.
Hot sauce is unapologetically bold — and not for everyone.
Ketchup fits in at every table.
Hot sauce makes the table more interesting.
Ketchup says, “Will this do?”
Hot sauce says, “Buckle up.”
Design isn’t decoration - It’s direction.
If your brand could be swapped with a competitor’s and no one would notice… that’s a red flag.
Because being “professional” or “modern” or “clean” doesn’t cut it if you’re not also unmistakably you.
Differentiation means:
You know who you’re here for.
You’re clear on why it matters.
And your visuals, voice, and vibe all say the same thing.
When that clicks?
Your brand starts attracting people who get it - and repelling the ones who don’t (which is a good thing, by the way).
So - are you ketchup, or hot sauce?
One plays nice.
The other builds loyalty, word of mouth, and that “Where did you get this?!” reaction.
You decide…