Design: Noise 13
Location: United States
Project Type: Produced
Client: Diavolicchio
Product Launch Location: United States
Packaging Contents: Olive oil

When your client walks into the room, asks if you can make a logo look like “this,” and then proceeds to bug out his eyes, stick out his tongue and pull back his ears, you know you are in for some fun.

This style of olive oil, made with ground chili peppers, has a very intense, spicy flavor. Thus, the name and the devil imagery. It is commonly used in Italy as a finishing oil in place of actual chili flakes. We immediately noticed the similarities between the shape of a chili pepper, a devil’s tongue and a devil’s horns. This shape became a core part of the visual system, including a lively pattern of peppers cascading down to nod at the sediment left in the oil by the peppers.

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