“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.” [. . .] —Jake Neece Design and Illustrations, 2019.
“Taco Bell has opened a gate to hell. Proof: “Bell” rhymes with “hell.” Convenient. Seven layer burrito? Nine circles of hell. And there are actually nine layers if you count the tortilla and the Pepto Bismol that is actually essential. And latest of all, they’ve introduced Diablo sauce. Diablo, for the Latin-impaired, is Spanish for the mother-bleeping Devil. Maybe some of you know Diablo as “Stop playing that computer game and come to bed,” but for non-nerds they aren’t even trying to hide it. It’s called Devil sauce. Taco Bell has conjured El Diablo and is feeding us its hot fluids.
“Other hell ties: The Devil is, like, half goat and Taco Bell does NOT serve goat because then we would be eating the Devil’s relatives; “run for the (south) border” can be simplified to “run south” and south (down) is where hell is; and somehow they consider cinnamon Cheetos a dessert. Unholy.” –Kevin, The Impulsive Buy, 2015
Read the full review here.
No. 46: Dante’s Inferno from Dominick’s Deli “Is it just us, or are the places that make a solid old Italian sandwich getting fewer and farther between? Because a really good sub is a science, and superior makers consider not just the flavor combination, but also the meat-to-bread ratio and how the thing holds up when you eat it–you don’t want your toppings making your bread soggy before you finish, and you don’t want your stuffing to slip out of the sides of your stack. Dominick’s Cafe, an old Upper East Side joint that’s been sating the neighborhood with hot heroes and prepared Italian foods for a couple of decades, nails this. Consider the Dante’s Inferno: Dominick’s cuts a slit in a chewy Italian loaf and then tightly and thickly layers in hot sopressata, pepperoni, prosciutto, smoked meat, and peppery jalapeño cheese. Hot pickled peppers, tomato slices, and a little vinegary house salad add the crowning touch before its wrapped in white deli paper and passed your way. Each bite brings perfect harmony among all ingredients, and the roll stays in tact until your final bite.” [. . .] –Laura Shunk, Village Voice, August 22, 2013.
See the whole “Dante’s Inferno Food Truck” Facebook page here.
Photo taken at Pizzeria Drago Verde, Florence, Italy (January 17, 2019).