female rage
Female Rage Hot Sauce: From Farmers Markets to a Protest-Ready Shelf Presence
The Challenge
Female Rage Hot Sauce wasn’t just another fiery condiment—it was a movement in the making. Born out of local buzz at D.C. farmers markets, the brand combined small-batch hot sauce craftsmanship with a powerful mission: to support abortion access and feminist activism through every bottle sold.
The founder, Emily Roe, had built a loyal community—but she needed professional guidance to:
Elevate the brand identity and packaging for Whole Foods Market and other national retailers.
Build a bold, unapologetic visual language that would stand out in the hot sauce aisle while amplifying the brand’s social mission.
Create a packaging system and marketing foundation that was scalable, strategic, and protest-ready.
Services:
Market Research
Brand Strategy & Positioning
Brand Identity
Brand Storytelling
Brand Iconography
Packaging Design
Format & Flavor Extensions
Product Renderings & Mock-ups
Content Creation
Shopify Ecommerce Website
Brand Guidelines
Female Rage is not just a hot sauce—it’s bottled activism. Our strategy was grounded in the belief that rage is righteous, and that food can be a vehicle for political power and cultural change.
The Strategy
To position Female Rage as a hot sauce brand with a purpose, we led a full brand strategy and creative transformation—starting with a deep dive into its unique feminist mission and activist spirit.
Positioning the Brand at the Intersection of Flavor and Feminism → Female Rage is not just a hot sauce—it’s bottled activism. Our strategy was grounded in the belief that rage is righteous, and that food can be a vehicle for political power and cultural change.
Defining the Voice, Consumer, and Cultural Relevance → We refined the brand story to highlight bold, unapologetic flavor and social justice purpose.
Identified target consumers: values-led millennial women, progressive foodies, and Gen Z shoppers drawn to brands with personality and purpose.
Established tone of voice: rebellious, raw, sharp-tongued, and rooted in sisterhood.
Brand as Protest → The packaging had to look as comfortable on a Whole Foods shelf as it would in the hands of a protester. We treated each label like its own mini protest sign—a moment of feminist expression.
The Results
With a fearless new identity, Female Rage Hot Sauce made the leap from local to ecommerce and retail-ready, ready to capture attention in both retail spaces and cultural conversations:
A packaging system that’s as loud and powerful as the brand’s mission, connecting immediately with values-driven shoppers.
Shelf presence that commands attention, blending premium cues with grassroots activism energy.
A mission-driven product experience that turns every bottle into a conversation starter, rallying cry, and act of resistance.
By turning feminist rage into a fiery flavor experience, Female Rage now stands as a disruptive force in the hot sauce category—and a brand that fights back with every drop.
the design execution
We art-directed the full brand identity and packaging system, rooted in activism, retro punk zines, and feminist protest art:
Packaging That Screams, Not Whispers → The label system was intentionally bold, featuring aggressive textures, clashing color palettes, and bold, protest-style typography.
Marla: The Brand’s Mascot and Feminist Icon → Designed to be expressive and unmistakably angry, Marla is the face of the brand—and the embodiment of feminine rage and power.
Print & Production →
Led the design direction for the label system and coordinated with a printer.
Designed the back panel storytelling to reinforce the social mission behind every purchase.
Delivered a packaging system that is scale-ready and optimized for shelf and digital.
Voice + Visual Brand Guidelines → Developed a cohesive brand ecosystem, including messaging strategy, typography, color palette, photography direction, and visual storytelling to drive growth across web, social, and email.
"Working with Fenomenal was like finding creative soulmates who could take the fire in my gut and turn it into a brand that literally screams off the shelf. They didn’t just get my vision—they amplified it. Every detail, from the typography to the tone of voice, reflects the rage, rebellion, and purpose behind this hot sauce."
– Emily, Founder Female Rage
the takeaway
Purpose-driven food brands thrive when strategy, story, and design align. Female Rage proves that when a hot sauce is built on a mission—and delivered with boldness and clarity—it becomes more than a condiment.
Looking to launch a movement through flavor? Let’s make it happen. Contact Us to bring your brand’s mission to life.
How to Work with us It’s simple
01
Book a Discovery Session
Let’s discuss your goals and challenges.
02
Choose Your Services
Select the package that best meets your needs.
03
Watch Your Brand Thrive
Together, we’ll bring your vision to life.