In the early days of cannabis legalization, branding often included homemade labels. At that point, just hanging out a shingle seemed to be enough given its rampant popularity. Over time, however, the industry has become much more competitive and professional – a trend reflected in all branding, including labels.

So, I was surprised to see what Paste Magazine called “tacky” labels infiltrating the somewhat more mature hot sauce industry. In an article on pastemagazine.com, entitled, “Tacky Hot Sauce Labels Need a Rebrand,”  the author notes, “Isn’t it a bit weird that hot sauce bottles seem to be one of the only places where the spirit of the awful artwork that saw fantasy-style, bikini-clad women on motorbikes still exists?…You don’t like spicy? Fine. You don’t like weird names and clip art labels? We should be able to do something about that.”

There’s a case to be made that amateur-looking branding does customers a disservice. According to article author Jonathan White, “…what if there are great products hidden behind labeling that screams ‘Don’t buy me’ to everyone but those looking for last-gasp holiday gifts in the clearance aisles of TJ Maxx? It would be a shame if there were delicious hot sauces out there that consumers were ignoring due to their sub-optimal labeling…Ultimately, hot sauce companies that wish to appeal to a wider audience may need to step up their game and make their labels more approachable. Or maybe just hire an actual graphic designer.”

White explains that given the skyrocketing popularity of hot sauce, the barrier to entry is low. So it’s an easy way to make money, much like the early days in cannabis. The article notes that for many hot sauce labels, warnings about the product’s heat take center stage: “It’s perhaps little wonder that so many modern hot sauce labels act more as a warning than an invitation.”

The article adds, “But even the idea of hotter being better is not always reflected in the accompanying branding. It’s fair to say that many hot sauce labels are at best ironic and at worst lazy. These sauces might stand a better chance on store shelves by toning it down. The most-purchased hot sauces in the US on Instacart are Huy Fong Sriracha, Frank’s Cholula, Tapatio and Tabasco – not a scary or macho image in sight.”

White’s hot sauce claims bring up an often under-emphasized element of good branding: the labels and packaging that are, in essence, the product’s “front door” to the consumer. Big bucks get spent on product development, branding, marketing and product quality control, while label quality is an afterthought.

This article clearly points out that consumers want professional labels, and that popularity can be tied to labels that reflect the overall professionalism and due diligence of the company and its products. Essentially, well-done labels are a key branding tool to instill consumer confidence and comfort in a product – a “green light” if you will, instead of a flashing “stop sign.”

Here are a couple high-level recommendations to help product manufacturers think or re-think label and packaging branding commitments in light of consumer preference for professionalism:
• Hire a graphic designer who knows labels and how best to develop designs that will “play” well with the printing process. Years ago, the Denver Nuggets basketball team created a highly complex logo that looked great but was extremely difficult to execute in the printing world. Labels, in particular, are a many-splendored – or many-splintered – canvas that can create great dreams or nightmares depending on the underlying design. Just as thoroughly vetting a digital label printer is key to success, finding the right graphic design specialist is crucial.

• Find the right label printer. Again, this is much more complicated than many startup product manufacturers appreciate. Today, digital label printing is highly popular in the product manufacturing world, especially when flexible quantity needs and looming deadlines are in play. But finding the right printer is about much more than what a printer can do. It’s all about what a printer will do, as well. I call it the “aptitudes and attitudes” test.

Aptitude addresses the ability of the printer to deliver a highly professional and polished product on-time and on-budget while adhering to customer requests and expectations.

Attitude covers a multitude of customer service-related skills. For example, is there a dedicated customer team (and a designated account manager) in place to monitor the process and problem-solve from start to finish? Are graphic designer resources available to help advise and create label designs that meet customer visions and optimize branding appeal in a particular industry? Is the printer willing and able to plan ahead to address such possible challenges as supply chain holdups, delivery problems and the like, so that instead of offering excuses for failure to perform, they just get the job done right?

No matter how a product manufacturer’s label branding is working now, we live in an increasingly competitive, complicated and dynamic marketplace. It’s a good time to take a fresh look to see how and where to improve along the entire label and packaging continuum. Look at value first and price second to help make this happen.


Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.