From Linguistic Accident to Reimagining a Condiment as Ceremony
A product born from noticing that the phrase “HELL YES” sounds remarkably like “ELIES” (Greek for olives). This linguistic accident sparked an intriguing experiment in transforming playful word association into something that feels dangerously real and immersive.

Rather than simply creating another artisanal ingredient, HELLYES is imagined as an evocative product that deeply speaks to the psychology of true heat-seekers—those who actively pursue the pleasurable and addictive burn of spicy food. The brand itself evolves into a ritualistic experience, one that treats the olive oil infusion as an alchemical transformation of both flavor and sensation.

Inspired by medieval mysticism and surreal, almost dreamlike visual presentation, the design language embodies a rich tapestry of symbolism. The custom wordmark literally expresses the concept: the crossbar of the H slices through the curved E, vividly illustrating heat piercing through olive. This metaphor of violence-as-beauty extends throughout a comprehensive symbol system—crafted alchemical seals, ceremonial badges, and mystical insignia feel as if borrowed from ancient grimoires full of secret knowledge.

Rejecting the conventions of typical kitchen oils, the packaging wholly refuses to belong in ordinary culinary spaces. The precision pipette replaces the usual pour spout, paired with a dark apothecary bottle design, they position the product as precious, almost dangerous—an integral part of a culinary ceremony that demands respect and reverence. Finally, authentic craft details—such as single-variety Koroneiki olives, locally grown Carolina Reaper peppers, and carefully documented harvest and infusion dates—are highlighted to bring critical balance to this otherworldly presentation, grounding the mystical aesthetics in deeply credible and genuine artisan craftsmanship.