Year: 2025
Rebrand
Over multiple campaigns, I partnered with T-Mobile to bring 5G Home Internet to life across digital, social, and out-of-home. The work focused on clarity, momentum, and visual impact—translating a powerful product into simple, scroll-stopping stories that worked everywhere customers encountered the brand.
The Inspiration
The goal was to shift Tabasco from a “hot sauce” into an everyday flavor tool—something you use to finish, brighten, and elevate food. The challenge wasn’t convincing people it’s spicy; they already know that. It was showing how Tabasco fits into real routines: breakfast, snacks, delivery, cocktails, and weeknight cooking—anywhere a dish needs a kick of tang, depth, and edge. We built a positioning that celebrates range and utility, then translated it into clean, punchy storytelling that makes flavor feel instantly usable.
Flavor Campaign
The goal was to shift Tabasco from a “hot sauce” into an everyday flavor tool—something you use to finish, brighten, and elevate food. The challenge wasn’t convincing people it’s spicy; they already know that. It was showing how Tabasco fits into real routines: breakfast, snacks, delivery, cocktails, and weeknight cooking—anywhere a dish needs a kick of tang, depth, and edge. We built a positioning that celebrates range and utility, then translated it into clean, punchy storytelling that makes flavor feel instantly usable.
Site Rebrand
The goal was to shift Tabasco from a “hot sauce” into an everyday flavor tool—something you use to finish, brighten, and elevate food. The challenge wasn’t convincing people it’s spicy; they already know that. It was showing how Tabasco fits into real routines: breakfast, snacks, delivery, cocktails, and weeknight cooking—anywhere a dish needs a kick of tang, depth, and edge. We built a positioning that celebrates range and utility, then translated it into clean, punchy storytelling that makes flavor feel instantly usable.
By simplifying the UX and organizing the product family around flavor profiles rather than Scoville levels, the site made it easier to explore, mix, and imagine TABASCO as an everyday staple. The result was a modern, flexible platform that invited discovery—turning a legacy brand into a tool for creativity in the kitchen, not just heat on the plate.
Trade Shows
We translated TABASCO’s flavor-first positioning into physical experiences people could taste, navigate, and remember. Booths were designed around discovery—highlighting variety, pairings, and real-world use cases instead of heat levels—so attendees could quickly understand how TABASCO fits across menus and moments.
Full Line Guide
The goal was clarity without compromise. We organized the entire Tabasco portfolio around flavor profiles—not heat alone—so manufacturers could quickly understand how each sauce enhances food rather than overwhelms it. By pairing bold photography with clear comparisons, usage cues, and proof points, the guide reframed Tabasco as a flexible flavor system, not a one-note hot sauce. The result was a practical, confidence-building tool that made it easy for buyers to find the right sauce for the right application—fast, intuitive, and unmistakably Tabasco.