Brand Identity: Your Secret Sales Engine
Brand Identity: Your Secret Sales Engine
Brand Identity: Your Secret Sales Engine
Branding
Branding
Branding
Planning For Success
Planning For Success
Planning For Success
2 Jun 2025
TL;DR
A sharp brand identity isn’t about shouting louder. It’s about being unmistakably you - visually, verbally, and strategically.
Onitsuka Tiger’s revenue soared by 58% after their minimalist streetwear repositioning.
COS landed in Lyst’s Top 10 Hottest Brands after revamping their visuals and storytelling.
Don’t just look the part - be the part. That’s how you get chosen, not just seen.
I help ambitious brands craft identities that work harder so you don’t have to. If that’s your vibe, drop me a line.
- For the deep dive, read on…
Let’s be honest…
Most businesses chasing sales are using hit-and-hope tactics: pump out more ads, tinker with pricing, throw up a last-minute campaign and hope something sticks.
But here’s the uncomfortable truth - sales tactics without a clear brand identity are like dressing for a first date in a suit two sizes too big. You’ll be noticed, but not for the right reasons.
Done right, brand identity doesn’t shout… It shouldn't need to.
Done right, your brand identity sends out signals. And the best signals attract the right people… consistently.
Let’s dig into two brands that quietly made that shift and saw the revenue follow.
Onitsuka Tiger: Retro Kicks to Luxe Street Style
Onitsuka Tiger used to be your dad’s nostalgic trainer. Cool, in a vintage-sportswear kind of way. But it was limited.
Then they reinvented themselves - and didn’t just tweak the logo. They overhauled their entire brand identity.
Here’s what changed:
New Visual Direction: They leaned into sleek minimalism. Think tonal colour palettes, architectural photography, and streetwear styling.
Quiet Confidence Branding: They refined the density of their branding and typography. More whitespace, less noise.
Fashion Week Presence: They stepped onto the Milan runway, not just with products but with a whole new brand persona.
Cultural Shift: From athletes to aesthetes, they appealed to design-conscious buyers, and not just nostalgia hunters.
And the result? Sales up 58.3%, profits up 111%, all by refining their brand identity, their visuals, and telling a sharper, more grown-up story.
COS: From Functional to Fashion Cred
COS was once the go-to for smart basics that wouldn’t upset your boss. Then they did a double-take on their identity and upgraded every touchpoint.
Here’s what they did:
Design 'level-up': they offered more sculptural pieces, textured layers, and richer tones - less bland, more bold.
Editorial Shift: generic product shots gave way to fashion storytelling - architecture, movement, mood.
Runway Strategy: Their Athens fashion show turned heads - and wallets.
Digital Cohesion: From socials to stores, they looked and felt like a design-led business with refined brand identity visuals and cross-platform brand design consistency.
What happened? Over £38M in earned media and a spot in Lyst's Top 10 Hottest Brands.
What’s my Point?
You don’t need a fashion show to build a brand identity that sells. But you do need a few key things:
A clear point of view
Visuals that align with your value
A cohesive feel across every customer touchpoint
That’s exactly how HotSauce Design Works, well… works! I help brands develop identities that fit, so that everything from your website to your brand visuals to your marketing assets feels like a confident, unified signal to your audience.
No bullshit. No filler ingredients to make it look larger than it is. Just the right recipe to turn browsers into buyers.
Want to move from pseudo-tactical guesswork to strategic growth?
Let’s chat and build something that actually connects… and converts.
TL;DR
A sharp brand identity isn’t about shouting louder. It’s about being unmistakably you - visually, verbally, and strategically.
Onitsuka Tiger’s revenue soared by 58% after their minimalist streetwear repositioning.
COS landed in Lyst’s Top 10 Hottest Brands after revamping their visuals and storytelling.
Don’t just look the part - be the part. That’s how you get chosen, not just seen.
I help ambitious brands craft identities that work harder so you don’t have to. If that’s your vibe, drop me a line.
- For the deep dive, read on…
Let’s be honest…
Most businesses chasing sales are using hit-and-hope tactics: pump out more ads, tinker with pricing, throw up a last-minute campaign and hope something sticks.
But here’s the uncomfortable truth - sales tactics without a clear brand identity are like dressing for a first date in a suit two sizes too big. You’ll be noticed, but not for the right reasons.
Done right, brand identity doesn’t shout… It shouldn't need to.
Done right, your brand identity sends out signals. And the best signals attract the right people… consistently.
Let’s dig into two brands that quietly made that shift and saw the revenue follow.
Onitsuka Tiger: Retro Kicks to Luxe Street Style
Onitsuka Tiger used to be your dad’s nostalgic trainer. Cool, in a vintage-sportswear kind of way. But it was limited.
Then they reinvented themselves - and didn’t just tweak the logo. They overhauled their entire brand identity.
Here’s what changed:
New Visual Direction: They leaned into sleek minimalism. Think tonal colour palettes, architectural photography, and streetwear styling.
Quiet Confidence Branding: They refined the density of their branding and typography. More whitespace, less noise.
Fashion Week Presence: They stepped onto the Milan runway, not just with products but with a whole new brand persona.
Cultural Shift: From athletes to aesthetes, they appealed to design-conscious buyers, and not just nostalgia hunters.
And the result? Sales up 58.3%, profits up 111%, all by refining their brand identity, their visuals, and telling a sharper, more grown-up story.
COS: From Functional to Fashion Cred
COS was once the go-to for smart basics that wouldn’t upset your boss. Then they did a double-take on their identity and upgraded every touchpoint.
Here’s what they did:
Design 'level-up': they offered more sculptural pieces, textured layers, and richer tones - less bland, more bold.
Editorial Shift: generic product shots gave way to fashion storytelling - architecture, movement, mood.
Runway Strategy: Their Athens fashion show turned heads - and wallets.
Digital Cohesion: From socials to stores, they looked and felt like a design-led business with refined brand identity visuals and cross-platform brand design consistency.
What happened? Over £38M in earned media and a spot in Lyst's Top 10 Hottest Brands.
What’s my Point?
You don’t need a fashion show to build a brand identity that sells. But you do need a few key things:
A clear point of view
Visuals that align with your value
A cohesive feel across every customer touchpoint
That’s exactly how HotSauce Design Works, well… works! I help brands develop identities that fit, so that everything from your website to your brand visuals to your marketing assets feels like a confident, unified signal to your audience.
No bullshit. No filler ingredients to make it look larger than it is. Just the right recipe to turn browsers into buyers.
Want to move from pseudo-tactical guesswork to strategic growth?
Let’s chat and build something that actually connects… and converts.