Chuffed Hot Sauce

2024

Chuffed is a hot sauce brand I started. I wanted to try something different from my usual software work. It’s also the first time I used AI for branding and illustration.

My role

I sourced the sauce and led creative direction, brand design, and marketing.

Chuffed color palette with black, white, blue, purple, green, and yellow

Four Chuffed sauce characters in green, yellow, purple, and blue — Characters generated with Midjourney.

Chuffed campaign with ribs, a burger, and noodles

Product samples

These samples show early versions of the printed labels.

A hand holding a Squash Bash hot sauce sample with a purple character label — Squash Bash sample

Cherry Blaze hot sauce sample on a kitchen counter — Cherry Blaze sample

Working with creators

I sent bottles to small creators as gifts and used the videos they created for ads.

Sweet Heat taste test

Hot sauce taste test in a car