In a crowded condiment category dominated by a few main players, we developed a new brand for a hot soy sauce. With the increasing popularity of Sriracha sauce and various asian foods (Korean, Chinese, Thai, etc), a hot soy sauce is the perfect way to add the taste familiarity of soy sauce while giving things a spicy little kick. The goal was to create a premium brand that could immediately garner the trust and recognition in the category. The blend of the red monoline ‘breath’ logo combined with a clean typeface, bold black and red colour palette and minimalistic packaging design pays homage to the product’s asian origins while being distinctly contemporary.