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Sam's Sauce

It's red hot

Sam's Sauce is a packaging design project for a Louisiana craft hot sauce brand.

The task was to create a fiery identity that captures the spirit of Sam's Sauce and

the Southern vibe.


The lighthearted illustration expresses playfulness and dynamism.

Various characters ride in a bayou boat tour with Sam at the front. The graphic wave simultaneously references the swampy waters and the hot sauce. The monochromatic palette reflects the red hot taste of the sauce and the intense heat of Louisiana. The straight talking tone of voice expresses the bold character of the brand.

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