Toronto, Canada / Homegrown Heat is a clean, organic hot sauce produced by Ali Cherniak, a nutritionist, and Cody Ellis, a chef. Its ingredients are only haban?ero peppers, onion, garlic and vinegar. In 2015, WE collaborated with Cherniak and Ellis to help launch the product, developing everything from the name to the packaging.
WE proposed a strategy aimed at positioning the sauce as a wholesome, versatile, premium staple of the modern pantry. WE named the master-brand, Homegrown Heat, and called the inaugural product, Organic Haban?ero Sauce. WE also designed packaging, nodding subtly to Tabasco’s diamond label.