Task: to develop a label design for the jerked beef product.
The product was manufactured for Chilli Point - a unique local chili restaurant and shop in Prague, specializing in the spicy modern world cuisine and offering a wide variety of chili products (marmalade, sauces, chocolates, fresh or dried chili peppers, etc). А unique feature of the product is its spicy flavor, achieved by the usage of naturally dried chili pepper Trinidad Moruga Scorpion.
The label design guidelines: to avoid typical aggressive solutions based on the dominant red color for the chili product’s packaging design.
Solution.
Chili peppers originated in Mexico. Mexican culture is based on Mesoamerican native background, which is associated with simple geometric ornaments and primitive symbols. This fact became the starting point of the research. Mexican culture is also known for its extensive and varied belief in ghosts. The Day of the Dead with its familiar skeletons and sculls as main symbols became the next milestone in the design development process. The last symbol is a specific pepper used in the product. True chili lovers know that chili peppers are not about the gradation of spiciness but the flavor. It was necessary to depict that the product is not only spicy but that it bears the specific flavor of Trinidad Moruga Scorpion chili pepper. This point formed the heart of the label.
From the combination of these three elements, a perfect blend has been formed. Mexican ornaments in pastel colors gently create the patterned background for the heroes of the label: the cow skull (which helps to instantly recognize the type of meat used in the product) and the Trinidad Moruga Scorpion chili pepper as the most outstanding element. The main layout used for the label design can be easily adapted for the extensions of the line in case of necessity.
