Hot Boi Chili Oil
Brand strategy and design for a Bay Area, Vietnamese-American owned chili oil business with an emphasis on social good and community
Alex and Tram of Hot Boi Chili Oil had been selling their addictive, garlicky chili oil at pop-ups around the SF Bay Area for a few years, and were ready to expand to retail. They needed a brand refresh that would stand out on store shelves while also highlighting their Vietnamese heritage, emphasis on social good, and above all, their fiery shiba inu mascot, Nau.
Client
Hot Boi Chili Oil
Consumer Packaged Goods
Industry
Brand Strategy, Brand Design, Digital Design, Environmental Design, and Print Design
Services
Since the rebrand, Hot Boi Chili Oil has expanded into 15+ retailers across California and Oregon and sold at 25+ pop-ups, trade shows, and even a music festival.
THE LOGO, REIMAGINEDNew Year, New Nau
Many dogs are good bois, but Alex and Tram’s shiba inu, Nau, is temperamental—a “Hot Boi”, if you will! He's the heart of the brand and already recognizable amongst customers, so keeping him was non-negotiable.
I refined the original illustration and expanded the character system with custom expressions tied to each spice level. I also had to throw in some extra Nau faces, just for fun.
Marketing DeliverablesHot Boi on Everything
Because Hot Boi Chili Oil wanted to focus on in-person events, improved customer experience, marketing campaigns, and content creation, we identified some key assets to rebrand in the design phase of the brand and strategy package.
Branded packaging tape and stickers to add delight to the unboxing experienceBooth design to improve visibility at pop-upsLunar New Year Gambling GameSticker sheetEmail and social templates for a consistent branded online presence
Hot Boi in the Wild
On the chili oil shelf at Berkeley Bowl Marketplace (iykyk)ACTIVATION AT THE "HEAD IN THE CLOUDS" MUSIC FESTIVALAT WEST COAST CRAFT IN SAN FRANCISCO (FEATURING ME AND ALEX!)