Inner Demon Hot Sauce

- LOGO & PACKAGING DESIGN -

Creative Brief

Create a Hot Sauce brand with four different flavor labels. 

Brainstorming & Sketching

The Logo should communicate the brand effectively and clearly. Presents information hierarchy. Easy to read. Differentiates from competition.

but the final design had to fit the specific bottle shape.  The final layout was drafted after researching the grocery store hot sauce aisle for a different shape that would stand out from the competition. Expanding on my initial idea of using a mask for my branding image, I opted to reference traditional South American masks that pull apart to reveal an inner mask. The brand name, ‘Inner Demon’, ties together the ingestion of the spice as well as the literal visual of the demon coming out of the original mask. 

Building the Design

The next step in the process was to assign different color groups to the four variant flavors. Experimenting with various color groups resulted in the four shown here (with many more options available should the brand choose to expand its flavor range). My intent was to use highly saturated colors, expressing a feeling of fun and boldness. I limited the color groupings to four colors each (not including the flame, steam, or earring bases). The wood grain texture over the masks was added as a final step to give the labels a hand-crafted feel while also enhancing the contrast with the solid background and text. 

Final Design

I really enjoyed learning about packaging and using my skills in illustration to complete my design. My passion for masks led me to use a cultural mask originating from the same geographical area as the ingredients highlighted in the hot sauce itself. Next, I created unique color schemes for each flavor of hot sauce while maintaining an overall visual aesthetic to the product packaging. We were encouraged to visit stores selling hot sauce to research what designs stood out on the shelf versus those lost in the vast selection. I considered overall visual appeal as well as the shape of the container. I borrowed a bottle shape from the mustard section to contrast the classic tall and narrow hot sauce bottles with one that was short and squat.