Mad Man Hot Sauce
I created a brand identity for Mad Man Hot Sauce. The brand was inspired by my friend who grows hot peppers and makes them into various sauces. My focus for the project was to make the brand look like a warning to consumers. I wanted it to read as "only the truly deranged would consume sauce this hot." I used a very angular, aggressive typeface to create the wordmark, and paired it with an all-seeing-eye in a triangle to create a sense of oppressiveness and foreboding. Oppressive and foreboding aren't usually words that go with food marketing, but the goal was not to reach foodies. The goal was to reach the truly mad.