Project & Naming
A Mexican-style hot sauce made from roasted red chili peppers, delivering fiery heat with an unexpectedly friendly, well-balanced taste. The project focused on creating a premium chili sauce intended for export to the CIS and European markets. The sauce is produced in Kyrgyzstan by a local manufacturer with strong expertise in tomato paste and ketchup production, ensuring consistent quality and scalable manufacturing.

An original name — Hell’o — was developed to playfully combine the idea of “hellishly hot” with irony and approachability. The apostrophe acts as a visual hook, emphasizing the pause between Hell and O and reinforcing the wordplay. This detail also became the foundation for the minimalist visual system and the custom cap design.

Solution
A custom cap with small horn-like elements became the core of the concept, linking the name, logo, and packaging into a single cohesive idea. Beyond its expressive character, the cap remains simple and cost-efficient in production.
The minimalist, typography-driven design centers around the horned “O” as a clear and highly recognizable symbol. The visual identity is intentionally limited to black and white and applied directly onto the red glass bottle, allowing the product itself to remain the main visual accent while ensuring strong contrast and shelf impact.

Result
A bold, memorable, export-ready product with a clearly defined premium character. The design is simple, scalable, and production-friendly, while delivering strong visual confidence and a distinctive brand signature. Hell’o demonstrates how local production can speak a global visual language — without losing authenticity, character, or taste.