Halloween Ghost Pepper Label
OUR GHOST PEPPER CONDIMENT IS HAUNTING WHOLE FOODS
Unearthing the Soul Sauce
Our Ghost Pepper Condiment made with organic ingredients is haunting select Whole Foods Markets this October with a new limited edition label design. Inspired by the edgy, graphic aesthetic of vintage classic rock posters, our bottle rises from the grave to ask, “Trick or Heat?” this Halloween.
Ghost Pepper is our hottest condiment yet, and with the flock feeling just as daring as the flavor, our designers developed a label and branding campaign to match the mood and play with a little double, double toil, and trouble as we edge into spooky season. The overall style was inspired by the graphic nature of ‘70s tour posters, evident in the grungy illustrations and dusky color palette.
The composition, as a whole, centers around one framing mechanism: zombie hands rising from the dirt. Mimicking the original bottle where the branding and main typography is framed with painterly illustrations of organic tomatoes fresh on the vine, the limited label background is broken up by a burst of feathers that simultaneously appear to be on fire — speaking to the fiery nature of the ghost peppers themselves that haunt our ingredient list.
The label’s color palette is driven by warm reds and oranges juxtaposed with cool blue tones to provide a sense of balance, making the bottle stand out from our standard line of sauces as the brightest and most vibrant. The illustrations are given a level of depth with the integration of a moiré pattern — something originally found in old chromolithographic prints — solidifying the level of vintage grunge we were looking to incorporate in the final design. Replacing our classic yellow with fluorescent yellow ink that glows in ultraviolet light, this bottle is here for a good time — and a short time. Scoop your sauce, watch for a full moon, bust out a blacklight and watch the Bird glow against the dark, smoky flavor.
What are you so afraid of?