The World’s Hottest Chip – and it comes in a Coffin

Derrick Lin


Designer: Erin Leeder
Creative Director: Joanie Cahill
Project Type: Produced, Commercial Work
Client: Paqui Chips
Location: Austin, TX USA
Packaging Contents: A single tortilla chip
Packaging Substrate / Materials: Cardboard and plastic film
Printing Process: Lithography

Paqui is back with this year’s Carolina Reaper Madness chip (the World’s Hottest Chip) made with the infamous Carolina Reaper pepper, to be sold individually 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 the dangerously spicy seasoning, and a coffin-shaped box to protect the chip pouch and inform the consumer of the risk involved.

The coffin tells us: “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. Any last words? The Reaper is Waiting”

After reading warnings on the 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”.

What’s Unique?
The unique shape of the coffin box, and the single chip pouch inside.