Brand Guidelines

This is a guide to the language and design elements that make up Screamin’ Mimi’s identity. It includes advice, templates, and sample executions that demonstrate how to bring our brand to life.


Primary Logo

This logo is the foundation of the Screamin’ Mimi’s brand. It is inspired by the idea of Mimi giving her signature of approval on the fine work the team is carrying on.

Screamin’ Mimi’s Character

The Screamin’ Mimi’s Character is adopted from the original logo and speaks to the history and tradition of the brand. It should be used alone and should never be “locked up” with the primary logo. The Character offers a light, playful extension of the brand, but shouldn’t take precedence over the primary logo.

Clear Space

Always keep a standard amount of clear space around the logo, measured by the M in Mimi’s.

Improper Uses

1. Do not stretch or skew the logo.
2. Do not remove elements of
the logo.
3. Do not color parts of the logo.
4. Do not rotate the logo.
5. Do not add elements to the logo.
6. Do not outline the logo.
8. Do not add drop shadows to
the logo.


Our Colors

Color has enduring emotional appeal. The Screamin’ Mimi’s color palette contains a range of warm, friendly reds inspired by the product itself. By pairing the colors consistently, you can reinforce brand recognition.

Pantone Bright White
CMYK 0 / 0 / 0 / 0
RGB 255 / 255 / 255

Bright Red
Pantone 173 CP
CMYK 2 / 82 / 97 / 0
RGB 255 / 61 / 23

Dark Red
Pantone 7624
CMYK 28 / 100 / 100 / 34
RGB 134 / 9 / 15
HEX #86090F

Pantone 7631
CMYK 45 / 88 / 64 / 64
RGB 58 / 13 / 19
HEX #3A0D13

Pantone 433
CMYK 76 / 63 / 55 / 24
RGB 9 / 10 / 10

Color Definitions

Color works differently in print than on screen, so you’ll need different color codes for each.

Pantone (PMS)
The Pantone system is used for precise color matching – you can give a Pantone reference to any printer, anywhere, and they’ll print the exact same color.

CMYK (Cyan/Magenta/Yellow/Black)
The print files will be delivered in CMYK color mode, which is suitable for commercial full color and everyday printing.

Note: If you try placing a CMYK file into a Microsoft Office program and the image doesn’t display correctly, try the RGB version.

RGB (Red/Green/Blue)
These colors are used in monitors, television screens, digital cameras and scanners. Digital logo files are in RGB color mode.

HEX (Hexadecimal)
This six digit code is associated with websites, viewed on a screen, and refers back to the RGB color.


The Screamin’ Mimi’s photography style is bright, playful, and welcoming. Located in the folder are photos of the product on white backgrounds, colored backgrounds, and a series from inside a home.


Brand Typefaces

Fonts express as much as words. They convey feeling, establishing a consistent and ownable visual language for Screamin’ Mimi’s.

Use the Work Sans font family for all of your typographic needs.


Work Sans Bold

Body Copy

Work Sans Regular


Elevator Pitch

For over four generations, our sweet hot salsa has been the glue of the gathering. It’s a family recipe that tastes like family feels: like the fated fight over the last piece of pie. Or the less-than-subtle backhanded compliment. Or, like Mimi herself: sweet, with a swift kick of heat.

Who is Mimi?

Mimi is a fun-loving, no-nonsense host. She has a strong sense of self, and sense of humor. She loves to bring people together, and she doesn’t need an occasion to do so. And, there’s a little bit of Mimi in all of us.


Sweet hot salsa


Anything but mild-mannered
Sweet but strong-willed
Fired-up sweet salsa

Persona Tones


Product Descriptions

Sweet Hot Salsa (The Original One)
Mimi’s family-recipe salsa is refreshingly different from traditional salsa. It is a just-right blend of fresh tomatoes, sweet peppers, jalapeños, garlic, and secret herbs – a little sweet, and a little spicy. The original Sweet Hot Salsa is a real crowd-winner (and Mimi’s favorite).

Sweet Hotter Salsa (The Hotter One)
This one takes the unique flavor of the original Sweet Hot Salsa and revs up the heat juuust enough. Like family, it’ll keep you coming back for more.

Sweet Hottest Salsa (The Hottest One)
The Sweet Hottest Salsa doesn’t mess around. If the Sweet Hotter Salsa revs up the heat, this one puts the pedal to the metal. If you’re up for the challenge, buckle up, ladies and gents. You’re in for a ride.

Hot Pepper Sauce
The Pepper Sauce, made with aged red peppers, is a delightfully spicy complement to family favorite recipes. Use it like a hot sauce on your tacos and BBQ or as a marinade for chicken and steaks. Or Mimi’s personal favorite – on an omelet.


Business Card Template

Use this template when making standard 3.5” x 2” business cards.

Notecard Template

Use this template when making 4″ x 6″ notecards.

Envelope Template

Use this template when making A4 (4.5″ x 6.25″) envelopes.

Exterior Box Sticker

Use this print-ready PDF to order 4″ diameter stickers for the exterior of the box.

Giveaway Sticker

Use this print-ready PDF to order 3″ diameter giveaway stickers for customers to receive in the box with their products.

Unboxing “Thank You” Card

Use this print-ready PDF to order the 5″ x 5″ “Thank You” card for customers to receive in the box with their products.

Product Labels

These are mock ups of the four product labels that have been redesigned with the rebrand. For the print-ready files, please contact Webb Milward (information in footer).

Social Media Assets

Use these images on all Screamin’ Mimi’s social media platforms.

Thank you.


Webb Milward
(202) 557 8431