A Truff Act to Follow

Once the bastion of luxurious yet affordable minimalism and one of the pioneers of the direct to consumer model with design at its forefront, the now relatively ubiquitous and popular Truff hot sauce has abandoned its sparse look in favor of a more traditional mainstream consumer product aesthetic that has been “designed with retail shoppers in mind”. Originally launched in 2017, the update “creates a more intuitive shopping experience, clearly differentiating flavors and formats while reinforcing the brand’s culinary-forward positioning” as it expands to more than 17,000 retail locations. I give it two years before the drop shadows and the gold ribbons take over.