Hot sauce goes medieval for a modern audience.
Fyre: Medieval Hot Sauce
Design, Illustration, Photography, Copywriting
Design, Illustration, Photography, Copywriting
2023 Student Silver Addy — Logo Design
2023 Student Silver Addy — Packaging
2023 Student Silver Addy — Packaging
The hot sauce industry continues to see exponential growth, with global sales expected to surge to nearly 2 billion by the end of the decade. Thanks to the plethora of cooking videos across social media, consumers are on a quest to enrich their home cooked meals with unique flavors from hot sauces.
FYRE is a conceptual hot sauce brand that brings heat from the past, taking direct inspiration from hot sauces of Medieval Europe.
Inspiration.
A flag was chosen to represent Fyre. In addition to its connection to Medieval imagery, the mangled and contorted shapes a flag forms in the wind visually represents the tart flavors that define the sauces. Flame imagery is hidden within the flag as shading.
The flag becomes a variable logo system, with an infinite number of possible shapes and sizes to represent the entire brand identity.
