“I decided to create my own hellish steak recipe. I immediately drew inspiration from outside of the culinary world: the first part of the 14th century poem, Divine Comedy. Also known as Inferno, this part was written by Dante Alighieri to document the descent into hell. That descent began at the gates of hell, which bore an inscription that ended with the words: ‘Lasciate ogne speranza, voi ch’intrate”, or ‘Abandon all hope, ye who enter here.’ That sounded like a fitting beginning for a hellish steak recipe. After passing through the gates, Dante made his way through nine circles of suffering — Limbo, Lust, Gluttony, Greed, Anger, Heresy, Violence, Fraud and Treachery — with each circle representing a gradual increase in wickedness.“The nine circles got me to thinking. Many people think of eating chiles as a kind of suffering … with the heat and piquancy causing sweating and discomfort. I decided to use nine different chiles to represent the nine circles of suffering, with each subsequent chile being more ‘wicked’ (or spicier) than the last.” [. . .] —Chef Bolek, January 2, 2013.
“Seventh Circle is a boutique hot sauce brand focused on unique flavor combinations, natural ingredients, and small batch production. The name is derived from Dante’s Inferno. In this story, the seventh circle of hell is reserved for those who have committed violence. Hot sauce fiends could be seen as committing violence upon themselves. Through texture, color, and imagery I wanted to create a cohesive brand that represents it’s namesake and would be attractive to hot sauce aficionados. The first step in creating the brand was constructing a logo. The logo is the vehicle that drives a brand, and is part of all touch points. In exploring the logo, I wanted to create a mark that was easily recognizable and conveyed the brand’s messaging in a simple but clever way. The phrase ‘You reap what you sow’ stuck out in my mind, as the seventh circle of hell is for those who have committed violence, and in this case on themselves. I went with the scythe, and illustrated it to be in the shape of the number seven.” [
