Hungry Volcano


Evolving an Online Hot Sauce Emporium

Our client Hatari sells their line of hot sauces online while also operating a hot foods e-commerce website they acquired called Uncle Big’s Fiery Foods. They asked for Uppercut’s help to rebrand and rebuild Uncle Big from the name up.

Naming approach. The first step with any naming project is to look at how a client’s competitors are marketing themselves. The highest ranked online stores with product selections comparable to Uncle Big had sound-alike names like Hot Sauce World and Hot Sauce Emporium. Knowing this gave us two directions to explore: follow the trend or differentiate.

We decided that our client would benefit most from differentiation. And since their new website would feature product categories like hot spices, rubs, and extracts, a more all-inclusive name shouldn’t include the words “hot sauce” at all.

Results. We created a new identity which includes stationery, signage, packaging, and an e-commerce website using Shopify. Our client was very excited and happy with the final outcome.