ABOUT

This project showcases artistic skill in character driven branding and packaging.
Babayo Sauce is a conceptual hot sauce brand rooted in the Eastern Cape, featuring a three-tier product line: Medium & Zesty,
Hot & Savoury and Extreme Fire. The brand name is anchored in culture. It plays on the isiXhosa expression for when something is incredibly hot and spicy, sithi ''kuyababa, kuyatshisa okukutya'' (the food is hot and spicy).

The visual identity relies on a bold, expressive illustrative style. Instead of standard heat scales, each label features an animated character whose visible agony reflects the flavour profile. The intensity is scaled by the number of "Os" in the central badge, making the multi-O Extreme Fire the most lethal sauce in the lineup. To further ground the packaging in its origins, the borders heavily incorporate traditional amaXhosa geometric patterns.

Everything created in Sketchbook Pro (iPad). Thank you for checking out my work, I truly appreciate it.