A cohesive launch package
Turning heat and flavour into a bold visual identity
I led the design process end-to-end, beginning with mood boards and creative direction inspired by handcrafted spice markets and vintage matchbox labels. From there, I explored logos, colour palettes, and illustrations that conveyed both the brand’s playfulness and its fiery edge. Each touchpoint from typography to label design was treated as a sensory cue, using contrast and texture to express the product’s heat and handcrafted origins.
A brand that celebrates flavour
The final identity centred around a dynamic logomark paired with heat-inspired colours that differentiated each blend. Illustrations and textures evoked the raw, earthy nature of the salts, while the typography remained clean for clarity and legibility. The packaging was designed as an experience, inviting people to reach out, turn it in their hands, and feel the character of the product before tasting it. The brand system extended across packaging, market displays, and social content for a unified, spicy aesthetic.
Bringing the brand’s heat to life
Shotgun Salts launched at local markets during peak season, quickly standing out for its bold visual language and playful tone. The design balanced spice and sophistication, helping the brand carve out a unique niche in a crowded artisan market. By translating the sensory qualities of heat and flavour into design, the brand built a strong, memorable identity that resonated with both casual shoppers and food enthusiasts.
