The Relish of the Reaper is a conceptual hot sauce brand built around exaggerated heat, dark humour and bold flavour storytelling.

The idea was to create a sauce range so intense that it felt like it belonged to the Grim Reaper himself! A playful warning for people who enjoy flavour with danger attached. Each flavour is represented by a different animal character, giving the range its own identity while keeping the wider brand system consistent.

The coins placed over the characters’ eyes reference ancient funeral rituals, where coins were believed to help the dead pass into the afterlife. This symbolism became a visual device for the brand: a tongue-in-cheek way of suggesting that each sauce is powerful enough to leave you at death’s door.

Across the project, I explored packaging, flavour naming, campaign visuals and poster-style layouts. The design direction uses distressed typography, intense colour palettes, dramatic lighting, fire textures and bold product imagery to create a brand world that feels extreme, memorable and deliberately over-the-top.

The goal was to build more than a single label design. I wanted to create a distinctive visual system with enough personality to stretch across multiple flavours, promotional graphics and campaign touchpoints, with plenty of room to scale.

‍

‍