PILI PILI is not just a brand of hot sauces it’s a global culinary story told through design. At the heart of the concept lies a fictional character: a passionate and adventurous traveler with a love for cooking and culture. This character journeys around the world, discovering authentic regional recipes and creating sauces inspired by them. Each flavor tells the story of a different land, shaped by its unique ingredients, people, and traditions.

Our goal was to develop a visual identity that reflects this journey and brings the brand’s personality to life. We began by researching the origins and cultural backgrounds of the sauces. From the creamy and spicy Avocado Jalapeño inspired by Brazilian cuisine, to the bold African BBQ, the sweet and hot Indian Mango, the fresh Thai Chili, and the fiery Mexican Red Hot sauce each recipe has deep cultural roots.

Based on these findings, we created a series of illustrated characters. Each one wears the traditional clothing of their respective region and reflects the mood and energy of that culture. Their expressions, posture, and color palette were carefully considered to evoke authenticity, joy, and curiosity.
The design language of the labels combines minimalism with narrative illustration. While the layout remains clean and consistent featuring the logo, product information, and brand elements each label stands out through its unique character and vibrant color scheme. This allows for both strong shelf presence and storytelling appeal.
PILI PILI is designed to offer more than just flavor. Each bottle is a visual and cultural invitation an opportunity for consumers to connect with the world through taste and design. We wanted to turn the simple act of choosing a sauce into a moment of discovery, exploration, and appreciation for global diversity.
This project is a tribute to the richness of world cuisine and the beauty of cultural exchange. It shows that good design can bring stories to life, and that even something as small as a sauce bottle can carry a world of meaning.