Matt Hennessey

Salem Spiced Dressing

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Salem Spiced Dressing is a hot sauce brand with the slogan “Burn Thy Tongue at the Stake.” Inspired by the Salem witch trials, I created a custom blackletter typeface and etching style illustrations to convey an eerie and spooky tone, prompting only the bravest consumers to try the product.

The angled top of the package serves to place the logo visually on the front of the package and also allows the logo to be seen from above if the product is placed on a lower shelf in a store. Each of the three flavors has a different illustration and spot color that reflects the color of the main pepper used for the flavors.

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