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Hot Take

Building a food insights platform from scratch.


Horizons, Cargill's Digital Business Studio, wanted to make a big, effective splash with Hot Take, their first venture to cycle through and graduate from their studio. Hot Take needed to set the stage for how a 150-year-old food company can build future-first SaaS solutions.


How can we help innovation teams build, test, validate, and market their ideas?


We ran thoughtful go-to-market sprints to create, validate, and scale a B2B2C brand celebrating the food future and the insights informing it. Positioned between scrappy, DIY research, and expensive, boutique solutions, we built Hot Take’s inviting brand and engaging content strategy around the benefits of a “goldilocks” approach.

We created a brand that both stands out in the food category and feels approachable, infused with colorful, lively elements.

A fun, playful tone allows Hot Take to resonate with fast food partners and eaters alike.

We looked for original colors that could stand out in the bright fast food category.

Stickers and icons provide a wide system for gamifying interactions and rewarding participation.


First business in the Cargill Digital Business Studio to earn such a large funding round.

Cargill’s President’s Award

Awarded to Hot Take’s founder.


Hot Take


  • Food & Beverage
  • Software & Technology

What we did:

  • Brand Strategy
  • Company Naming
  • Tagline
  • Visual Identity
  • Business Strategy
  • Website
  • Voice & Tone
  • Verbal Identity
  • Photography
  • Product Strategy
  • Digital Content
  • UI Design