Red Dragon is a brand of hot sauce branded for a specific audience of foodies. The branding strategy for this hot sauce brand is to stand it out from the rest of the clunky, cheesy labeling you typically find on small-business hot sauce bottles.
Many versions were made before arriving at the final.
I was suggested to add a shield behind the dragon, for contrast purposes. With the shield, I then experimented with different dragon designs.
After choosing the most dynamic and detailed logo, I experimented with the colors and tweaked the head, neck and wing to fit the center of the bottle.
The final logo design, in color and black/white (for printing purposes).
As for the package, I went through different options. A regular bottle with curved edges wouldn't stand out great from the rest of the other hot sauce brands. A bottle with sharper edges would fit the Red Dragon brand better.
Once the bottle shape is decided, I designed a label as well as a cap wrap. Originally, I worked with a thin typeface for the logotype, but it wouldn't be easily read with a dark background. People suggested to find an easier to read typeface and add a dynamic background to tie the label design together.
All views of the sides of the bottle. The recipe, nutrition information, and background story can be seen here.
For the point of purchase, a castle design is used. The torches could be 3D cardboard. A floor stick-on of a "moat" with the gate down is added to the design for aesthetic and safety purposes (prevents tripping).
The difference in the final design is in the banner, which is posted with lightweight rods and lightweight fabric with the logo/logotype on it.
Clothing and other gear are added for people who are fans of the Red Dragon hot sauce.
The Red Dragon website is for basic information about the company, as well as a fun community for foodies who can read its blog postings. They also have the option to submit recipes to the website as long as it incorporates the Red Dragon hot sauce as a main ingredient. They can also purchase goodies from their online store.
iPhone and Android website version. A single blog page can be as long as it should be to allow for easier reading, and enlarged buttons for an easier shopping experience.
