Maldita Envidia (meaning “Damn Envy”) is a Mexican dressing brand whose visual identity, crafted by Guadalajara-based Estudio Cariño, playfully subverts the concept of envy, framing it as a positive drive for culinary discovery. The branding is designed to stand out on crowded retail shelves, drawing inspiration from the high-contrast, hand-painted cardboard signs found in traditional Mexican street markets.

For its brand identity, the studio says:

The graphic identity was developed the same way a dressing is prepared: with small touches—sometimes just a pinch, sometimes bold and dominant.

In order to do that, the wordmark uses Pouler by Alexandre Créquer, with some custom ligatures and a variation on the A for the logotype. In addition, they used Balacar from The Designers Foundry, GT Haptik from Grilli Type, and Quick Writers by Letterhead Studio. GT Alpina carries longer texts.

Tocha Foods is a condiment company based in Vancouver, British Columbia, Canada. They produce “spiced sauces” – sauces that aim to sit between traditional condiments and hot sauces: flavorful and bold, but not overwhelmingly spicy.

Their philosophy and brand story emphasize balance, flavour, health, simplicity, and that the name “Tocha” comes from a blend of Tamil (“TO” from Thottukkaradhu, meaning “to touch”) and Hindi (“CHA” from “chutney,” meaning “to lick”) to reflect the idea of a sauce you “touch and taste” with every bite.

Their product line includes variants such as Original, Verde, and Yuzu sauces.

The logo uses a customized version of Pastiche Grotesque, with supporting typography using Stringer, both typefaces released by Order Type Foundry.

Smash Kitchen is a new line of all-organic condiments launched nationwide at Walmart, co-founded by actor Glen Powell. The visual identity, messaging, and packaging were developed by Creech. The logo is set in Marlfield (OTT), paired with Druk (Commercial Type) and Mercure (Abyme), forming a modern yet distinctly American system that emphasizes product quality without feeling niche or elitist.

Mama Teav’s is a condiment company specializing in hot garlic chili crisps and a variety of other flavorful offerings. Inspired by the vibrant flavors of Cambodia and their mother’s love for cooking, their condiments combine wholesome ingredients with bold and exciting tastes.

The visual identity pays homage to their mother’s vibrant and playful personality, while also drawing on vintage Asian packaging. The main brand font, Athletic Dept, is bold and rough, evoking a vintage handcrafted feel, while Kaligari, used as accent font for product and flavor names, complements this aesthetic with its own vintage charm. Inter rounds out the brand typography, serving as the workhorse font for all body text.

The brand identity was originally creatd by Oakland-based OpenDaily. It was continued by Garnish Studios in Brooklyn.

Mucky Duck is a Michigan based mustard brand that's been around for over 40 years. Though once available in 500 stores across 15 states, its distribution and availability had slowly waned. In an effort to breath new life into the brand, Traction was enlisted to completely overhaul the visual identity.

The Mucky Duck's logotype is set in a slightly modified version of Central Type's Zonk. The terminals of the C’s have been sheared vertically in order to create an more uniform space between C and K. The brand's headlines use the standard, unmodified Zonk Regular.

The secondary type is New Spirit, which contrasts nicely with the extra-bold, sans serif headlines. Labil Grotesk is used for the website's body type.

Founded in 1903, HP is a UK based condiment company specializing in brown sauces. Their fruity sauce was introduced in 1969, and according to “Kitchen Hoarder / Bathroom Hoarder” this specific packaging which makes use of Henrietta likely stems from the 1980s. Fitting with the timeline, the HP logotype bears a striking resemblance to Cortez, however, the proportions appear slightly different. The small text at the bottom is set in Univers.

New brand identity and product labels for SoSS, a hot sauce company based in Charlottesville, VA. The logo, brand identity, and core product labels were designed by West Virginia-based design studio Big Fog. Label illustrations for Reaper's Blush and Watermelon Dragon by Alex Luciano and Meel Tamphanon, respectively.

The SoSS logotype is a customized Zoo Condensed with thicker thin strokes, softer corners, and stylized strokes under the O. The brand identity utilizes VC Henrietta for display and headlines, Swear Medium for subheadlines, and Degular as a supporting text face.

Zigzag by Benoît Bodhuin and VTC Carrie by Tré Seals in use for the packaging of Wild & Wunder’s in-house brand Fermentum. From the portfolio website of designer Kevin Nowak:

Fermentum supplies a wide range of fermented products (different types of kimchi, scoby mushrooms & many more). In the fermentation process the microbes have free play to create exciting flavors while bubbling intensively in all glasses and jugs. This philosophy of fermentation has been graphically illustrated on the labels.

The typeface used for the product information set in a small size is Atak from Philipp Herrmann.

The symbol of the brand Maloka is the representation of duality through the sun and the moon. The typographic part of the identity is bold, angular, and preserves a formal relationship with the brand symbol.

For Monifue, our chili pepper sub-brand, we work with the cosmogonic story about the birth of chili according to the Uitoto Murui ethnicity. For the Monifue brand typeface, which will also be used in the future Maloka sub-brands, we worked closely with Bastarda Type and Fer Cozzi. We used their BT Bárbara typeface, a more subtle font than Harbour by Gareth Hague which we have chosen for Maloka – the relationship through the angular endings.

Additionally, BT Bárbara’s designers added characters typical of the Uitoto script to the typographic set, so we can use words from the culture while maintaining and respecting their writing.

All the elements that integrate Maloka’s identity are loaded with indigenous cultural significance. Our goal is that when the indigenous people of the Amazon see the brand of their products, they can see the connection and the symbolisms that it contains and relate them to their cosmogonic vision.

Origens Grechi is an artisanal producer committed to keeping Italian family recipes of antipasti and preserves alive. Their packaging should reflect this heritage, highlight the variety of the product, and, above all, distance itself from the visual commonplaces that refer to Italy, so overused in this niche.

The main element of the label is the Fino typographic family. With its high contrast in thickness and very condensed proportions, Fino and Fino Sans ensure good visibility of all varieties even in the longest names. Fino is paired with A2 Antwerp Italic.

Fly By Jing is a producer of hot sauces, using Sechuan chilis as a main ingredient. Their redesign was executed by LA-based design studio Day Job: “New identity, new jars, new site, new merch, new copy. Letting the vulnerability of the founder’s story speak as loud as her flavors.”

The brand was founded by Jing in 2018, who was born in Chengdu, China. “‘Fly’ refers to Chengdu and “its famous fly restaurants – soulful hole-in-the-wall eateries so good they attract diners like flies.”

Both website and jar labels deploy vibrating, loud color combinations and lots of text – probably in order to evoke the trustworthiness of the “undesigned” packaging of, for example, hot sauce or soap. The typography pairs the sans Jean-Luc by Atelier Carvalho-Bernau (using its Thin style with hairline accents) with the serif Publico, available from Commercial Type.

Detail.

Detail.

Double and Central Avenue in use for Bucket Fermentation, a Quebec company specializing in lacto-fermentation. Their name, branding and packaging were handled by Studio Miles:

Bucket Fermentation is a Quebec company specializing in lacto-fermentation. The owners wanted to market products made from organic and local ingredients. Being a start-up company, the challenge of this project was to create the DNA and the foundations of this brand to give them solid tools to successfully establish themselves in the agrifood market.

We have created a range of labels whose aesthetics reflect a craftsman and human side. Created with a particular attention to detail, the visual of the labels is a nod to the rigorous work of the production of lacto-fermented food products.

Double is an exploration in extremes. The family evolves in a linear way but on two axis at the same time. The heavier it gets, the wider it gets. For Bucket Fermentation, Double is used from X Small up to Large.

Dr Will (Breaky) is a real doctor, with a belief that prevention is better than cure. He decided that if people were going to be pouring sauce onto their meals, it should be a healthy addition rather than a sugary one. In a joint effort by Breaky and restaurateur Josh Rose, Dr Will's enterprise was formed.

We created the positioning, identity and packaging for the Dr Will's range. The big message to get across was that this is about sauce that still tastes great. It's made using just natural ingredients, and none of the normal refined sugars. We introduced the copy line ‘A healthy dose of flavour’ to strengthen Dr Will's position — and to make sure this message is delivered in a memorable way.

The logo and all text are set in Value and Value Serif, a typeface family by Colophon Foundry that consist of 7 sans serif weights (Value) and a single serif font (Value Serif).

All Uruguayans have to agree that the most delicious mustard sauce belongs to “La Pasiva”, a fast food chain typical of Uruguay. It is a type of liquid mustard, clear and of particular flavor, slightly spicy and soft.

Although it has an uncertain origin, it is known that it exists at least since 1962, where it was made in the La Pasiva store located in the Recova of the Plaza Independencia in Montevideo.

The original recipe is kept secret, however it is known that it is a mustard with beer-based vinegar, thickened with flour and starch and seasoned with Colman’s Mustard, salt and pepper. The beer used for the base must be of the Plisen brand.

Both the packaging and contents of tương ớt sriracha hot chili sauce bottles from Huy Fong Foods, Inc. have become condiment icons in recent decades. Sometimes referred to as “rooster sauce” because of the rooster on its label (the illustrator of which is unknown), the chili sauce features a chaotic jumble of elements on its packaging in multiple writing systems.

The most prominent Latin text elements are rendered in a variety of informal script typefaces released by American Type Founders in the 20th century, namely Balloon and its shaded counterpart, Balloon Drop Shadow, as well as Brody. Smaller text on the back of the bottle is set in Impress and Tekton.

Unfortunately my skills with recognizing fonts for Chinese text aren’t good enough to identify those used on the label. Any insight is welcome.

The brand’s product range also extends to potato chips and popcorn.

Knorr is a German food and beverage brand owned by the English-Dutch company Unilever since 2000, when Unilever acquired Best Foods, except in Japan where it is made under license by Ajinomoto. It produces dehydrated soup mixes and condiments.

Mautner Markhof is a big, traditionally-run Austrian food processing company and a benchmark when it comes to mustard and pickles!

The new ad campaign by Jung von Matt makes us of an elaborate mix of the very Austrian typefaces Henriette and Sauber Script (both by Typejockeys) as well as the new German classic Brandon Grotesque by Hannes von Döhren.