
Hidden Hand Hot Sauce: Branding and Label Design
THE BRIEF
To create a brand identity that would capture the curiosity and adventurous spirit of millennial and Gen Z food enthusiasts. With hot sauce consumption rising across younger demographics and especially among urban, thrill-seeking foodies, the brand needed to stand out in a saturated market. The challenge was to craft an identity that not only elevated the sauce’s unique flavour profiles but also tapped into the rich cultural and mythological history of chilli peppers, presenting the product as more than just a condiment, but an experience.
THE SOLUTION
To bring the brand to life, I developed a playful yet mystical identity rooted in ancient myth, esoteric symbolism, and alchemical storytelling. Drawing from the magical and medicinal associations of chili peppers across global cultures, we created a brand world that invites customers to "unearth the alchemy of flavour." Aesthetically, we combined arcane symbols with a bright and bold colour scheme that enhances the sense of excitement and stimulates the senses. This approach makes each bottle feel like an artifact containing secret knowledge and flavours while reinforcing the brand’s position as a high-quality, small-batch product for flavour-seekers and sauce collectors alike.
DELIVERABLES
Logo Design, Brand Identity, Label Design for Three Product Variants




