HELLYES | Chili Oil Branding

A product born after noticing "HELL YES" sounds remarkably similar to "ELIES" (Greek for olives). This random observation became the starting point for designing a speculative brand of chili-infused olive oil that completely ignores category conventions.

CHALLENGE

Transform a casual pun into a compelling product experience that disrupts the typical presentation of specialty oils.

INSIGHT

In a crowded specialty foods market, the best way to stand out is to refuse to look like you belong there at all.

DESIGN STRATEGY

Concept & design led. Focus on creating emotional impact through deliberate category rebellion.

Instead of positioning HELLYES as another artisanal cooking ingredient, it's treated as a ritualistic experience product for heat-seekers—people who actively pursue the pleasurable discomfort of spicy food. The brand occupies the space between pantry staple and ritual object.

VISUAL IDENTITY

The custom wordmark makes the concept literal—the H's crossbar cuts through the curved E, creating a visual metaphor of heat piercing the olive.

Drawing inspiration from medieval aesthetics & alchemical symbolism, the visual language treats chili peppers as transformative agents rather than simple ingredients.

The precision pipette borrowed from flavor concentrate packaging replaces the traditional pour spout, turning consumption into a deliberate act, while the dark glass bottle positions the product as precious and slightly dangerous.