Branding
SACANA (NO OFFENSE)
Paladin's range of extra spicy sauces
Challenge
In 2013, the Portuguese sauce brand Paladin set out to launch a sauce for true (extra) spicy lovers. This Paladin sauce is a chilli made with “bird's eye chili peppers” – small, wrinkled and very spicy, imported from Mozambique, locally called “sacanas” .
Idea
Sacana - No offense
With the brand strategists Graça Martins and Vasco Durão, and the Atelier MAGA in design, Paladin played with the word “Sacana” and with its meaning. In the first block written on the packaging of this “hot” collection, it is warned: “It's spicy without offense, it's a well-refined tradition, this bastard makes the difference, without getting into the mess”.
Result
On the packaging, placing horn-shaped chilli fruit on top of the fruit underlines the level of cheekyness of the product. Between the Sacana Piri-Piri Extra Spicy, the Sacana Piri-Piri with Lemon or the Sacana Habanero, come the devil and choose .
