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Bringing the heat to the condiment aisle

Chili pepper-infused honey gets a clean, streamlined label design that stands out on shelf and emphasizes the product’s uniqueness and authentic, craft nature.

Redesigned packaging graphics for Mike's Hot Honey
Redesigned packaging graphics for Mike's Hot Honey

Michael Kurtz has a passion for chili pepper-infused honey, a discovery he made while living in Brazil in 2003. In 2011, the Brooklyn pizzeria where Kurtz was an apprentice, Paulie Gee’s, began using the condiment as a key ingredient in one of its pies. Responding to a demand for take-home packages, Kurtz began distributing his fiery blend—branded Mike’s Hot Honey—locally. But his packaging lacked the appropriate pizazz and failed to telegraph the unique nature of the product.

When in late 2015 an opportunity to scale for mass distribution became a reality, Kurtz enlisted Chase Design Group to bring on the heat with a distinctive and ownable package design. “Mike’s expectation was for Chase to create a design that captured his Brooklyn pizzeria roots, inspired consumers to pursue a variety of food pairings, and above all, conveyed the product’s uniqueness—that it is a HOT honey,” explains Chase Account Director Michelle Hoffman. “The existing packaging did not clearly convey this differentiating property. Mike also wanted the packaging to be able to live comfortably on shelf in both the honey and condiment categories.”

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