Hot Sauce Co. bottles small batches with names that change every season. They needed a label system rather than a single label, one that could hold a new flavour without a redesign.

We drew a set of characters, one per chilli, and paired them with a bold condensed typeface that still reads from across a market stall. Colour does the heat grading, from pale yellow to deep red.

The system means the team can ship a new bottle in an afternoon and it still looks like the family.