Tough Love
Hot Sauce
BRANDING
STRATEGY
SOCIAL MEDIA
EVENTS & CAMPAIGNS
The hot sauce industry has long been dominated by themes of destruction, masculinity, and hyper-sexualization—especially when women are depicted. As a lifelong lover of hot sauce and spicy food, I saw a gap in the market for a brand that felt bold, joyful, and love-filled. I created Tough Love as a category disruptor—infusing the world of hot sauce with femininity, flair, and a touch of flirtation.
Inspired by the visual language of 1960s sitcoms—exaggerated expressions, bold colors, and playful prints—I built a brand that celebrates heat and heart in equal measure. From branding to launch, every element was designed to reject cliché and embrace
a modern, powerful take on femininity.
I launched two thoughtfully curated events that generated 6K views and established strong local awareness and engagement—showcasing that intention, creativity, and community can outperform scale.
Brand Development
I began with competitive research and flavor testing, developing the brand from my home kitchen while simultaneously shaping its mission, customer profile, and visual identity. Every detail—from typography to color palette—was selected to signal freshness, confidence, and a feminine-forward perspective.
Launch Event: Vera Cocina, DC
To introduce the brand, I partnered with Vera Cocina—a Mexican x Lebanese fusion restaurant in D.C.—to co-host a private dinner featuring dishes paired with Tough Love. The event brought together local food lovers and influencers for an intimate, curated experience rooted in gathering, intention, and storytelling. This launch was not only a product debut but a brand values showcase.
Galentine’s: Ruthie’s All Day, Arlington, VA
The second activation took a lighter, more playful tone. In partnership with Ruthie’s All Day, a retro-style diner, I invited micro-influencers to join a casual brunch where the emphasis was on content capture, joy, and vibrant community engagement. This event solidified Tough Love's visual and emotional identity—fun, flirty, and proudly local.
