This sauce is HOT! Hades Hellfire Hotsauce was branded to use elements of Greek mythology throughout its sauces. As the sauces get hotter, you descend deeper and deeper into the Underworld meeting mythologicial beings as you go — Charon the ferryman, Persephone the stolen wife of Hades, and Cerberus the three-headed dog guarding the dark realm. The logo incorporates horns and sharp serifs to enunciate the devilish nature of the sauces. Each label is punctuated with a smoky illustration of each character and includes a short story from the sauce's mythological roots to help the reader decide if he is ready for its degree of hotness. The ad campaign plays off this idea of readiness, both for the hotness and the journey through mythology, goading the reader with the tagline "Are you ready?"