We're looking for something 'professional' but still with a little New York attitude/coolness. And nothing too obviously "hot sauce" as our competitors do (a sweating devil, a flaming mouth, etc). It's a red liquid in a clear bottle. It's pretty obvious what it is, we'd like to keep some hipness. Our customers are the straight shooting New York types. Dudes who own far too many Yankees jerseys and the ladies that love them. They love it on pizza, ramen noodles, hot dogs, etc.
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