Paqui Carolina Reaper Madness – One Chip Challenge

Derrick Lin


Company: Amplify Snack Brands
Designer: Joanie Cahill
Project Type: Produced, Commercial Work
Client: Paqui
Location: Austin, TX, USA
Packaging Contents: Tortilla Chip
Packaging Materials: Chip Board & Plastic

Paqui created the Carolina Reaper Madness chip (the World’s Hottest Tortilla Chip) made with the infamous Carolina Reaper pepper, to be sold as individual chips in their “One Chip Challenge” campaign. We designed packaging to convey the heat and excitement of the Carolina Reaper pepper, a single-chip pouch to seal in freshness and the dangerously spicy seasoning, and a coffin box to protect the chip pouch and inform the consumer of the risk involved.

The coffin tells us: “THINK YOU CAN HANDLE THE HEAT?”

The chip in this box is made with the hottest chile pepper on the planet, the “Carolina Reaper,” created for the sheer pleasure of intense heat and pain. Subjects can expect short-term loss of speech followed by extreme profanity, heavy breathing, enhanced sinus functions, and impaired vision from heat-induced tears.”

After reading all the warnings on coffin, the brave soul opens it to find a pouch with an image of the Reaper wielding his metallic blade with a final phrase: “Fear the Reaper”.

Do you dare to go to hell and back?

What’s Unique?
The coffin shape of the outer box is unique and eye-catching, as is the single-chip pouch inside. This is the first single-chip packaging in market.