Peppe Please is a conceptual hot sauce branding project created in response to a design brief to develop a distinctive food brand. Designed for people who don’t take food too seriously, the project uses humour and exaggeration to communicate heat and flavour for chilli nights.
The packaging juxtaposes playful, non-serious character designs with the visual language of everyday delivery, treating hot sauce as just another package, but one filled with flavour. Warning labels, stamps, and industrial graphics are used to build a cohesive identity across packaging and campaign visuals.
The brand centres around three chilli characters, Friendly Fire, Tongue Warmer, and Unhinged Heat, each designed to represent a different heat level. Rather than using a traditional spice scale, the characters use expression, posture, and attitude to signal how hot each sauce is.
This approach adds humour and personality to the packaging, helping the sauces feel expressive and fun, not overly serious.
The packaging plays with serious delivery-style graphics in a light-hearted way, using warning labels, stamps, and shipping cues as part of the joke. Paired with playful character designs, this contrast helps make it clear that the sauces are not meant to be intimidating or exclusive.
Instead, the packaging is designed to feel welcoming and easy-going, positioning Peppe Please as something anyone can pick up, use, and enjoy without overthinking heat or flavour.
