Agency: Studio Look At That
Creative Director & Founder: Finlay Brazier
Location: United Kingdom
Project Type: Concept
Packaging Contents: Hot Sauce
Packaging Substrate / Materials: Glass Bottle
Printing Process: Offset Printing, Gold Foil

The Dark Horse Hot Sauce labels tell the story of the Battle of Puebla between the French and Mexican forces. Everybody loves an underdog story, a win against the odds in the face of adversity. Every year Cinco De Mayo celebrations are held to commemorate Mexico’s victory.

A rearing horse is the main graphic adorning the front labels. Equestrian portraits were used across Europe to show wealth, power and military prowess. The rider was always a hero, leading his troops to victory. Sinisterly the rider of this horse is missing, maybe a casualty of war? Appropriating this type of imagery for a Mexican hot sauce is an act of defiance and a show of dominance. Horses are also symbols of strength and swiftness. These are characteristics that the Mexican forces showed during the Battle of Puebla, which ultimately led to them retaining their freedom, another ardency associated with horses.

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