Case:
Hot Chillys
Brand Identity and Strategy +
Positioning and Messaging +
Packaging Design
The original base layer gets a new look and shelf appeal.
If you spend any time outdoors, whether you’re skiing, hiking or exposing yourself to the elements in some other way, you’ve probably heard of Hot Chillys. They created “The Original” base layer in 1985 and have been keeping your butt warm, while expanding their apparel line, ever since.
We teamed up with Hot Chillys to improve their packaging, but along the way discovered their brand just didn’t reflect their present-day products. So we dove into what the brand meant to each of the stakeholders, where it needed to evolve, and explained that a refresh wouldn't lose hard-earned brand recognition but improve it.
We believed that funky, iconic brand elements like the chili pepper and Hot Chillys unique can packaging had to stay, but they also needed an update. A 1985 meets modern update. Because even though the technology and performance of their apparel has matured throughout the years, the founding idea remains the same...put ‘em on, get out there and have fun.
A crisper, fresher pepper.
We took great care in evolving the Hot Chillys brand identity, a logo that has been emblazoned on their base layers since 1985, some of which Hot Chillys devotees still use today.
We respect the pepper. It means warmth all over the world and that’s exactly what Hot Chillys delivers.
A brand identity system at home on a website, box, or garment.
The original Hot Chillys logo had been stretched and pulled in many directions over 35 years. We developed a complete identity system from the ground up to give the Hot Chillys team ultimate flexibility to express their brand across clothing, physical and digital spaces.
We expanded the framework into a wide range of product logos that express the distinct personality and quality of each product line.
A team that looks good and feels good too.
Team alignment and collaboration sparked a renewed energy throughout the organization. Customers and retailers alike can see, and feel, the revitalized spirit—sales for Hot Chillys increased 25-35% year over year for the 2020-2021 and 2021-2022 winter seasons.
“The energy that our brand refresh has created around here is emotional. It’s energizing to see how our culture has turned around—people feel a part of something big.”