capsaicy Visual Identity
Design Process
My idea for this brand identity starts with my love for hot food. I've tried plenty of different hot sauces, but very few taste amazing while remaining very hot. I wanted to create an identity for a hot sauce company that has these ideas.
Additionally, the company would make its products naturally and package them with bright and vibrant designs. The enthusiasm of the brand would convey to the consumer that the product is just as flavorful as the packaging is colorful. So, I built this branding identity on this strategy.
I had done a few sketches with the type aspect of the logo. I wanted to convey an energetic and bold feeling, and also add a natural touch in the logo itself.
I started playing around with peppers and leaves, as well as flame elements included in the logo. I liked the idea of leaf shaped counters, and a tittle that looks like a flame. So, I ended up going with those ideas and the final result is a mix between a couple of the sketches above.
Final Logos
capsaicy's Brand Goals
capsaicy seeks to attract people who want good heat in their food and are looking for good hot condiments. These are people who don’t want just a flavorless pepper extract, they want excellent flavor with extreme heat. capsaicy strives to produce hot sauces with natural and organic ingredients. Along with taste, energetic colors are important for adding a cheerful presence to the fridges and pantries of capsaicy’s customers.
