Yokai Sauce Company

With a commitment to providing a unique flavor experience, Yokai Sauce Co adds a Japanese twist to staple Chinese cultural sauce with a personal touch, in order to enhance, not change, what has been passed down in Chinese food for hundreds of years.

In need of branding and a chili oil sauce label (“The Kitsune”), the client wanted to bring Japanese folklore into the brand. The label to feature a firey nine-tailed fox illustration accompanied by lotus flowers with bold sunset gradients. And the logo to consist of a personalized typeface to capture the brand’s voice.

To capture the brand’s cultural influences and playful tone, the illustrations and customized type reference art-styles of Japan and China fused with the brand’s unique style. The kitsune character illustration was inspired by anime with a personalized flare of cute, mystic, and of course - fiery! Sourcing from fonts the client showed interest in, I created a brand typeface intended to keep the playful voice of the brand while nodding at ink calligraphy prominent throughout Chinese and Japanese culture.