Zenkai Hot Sauce Branding

The Brief: Design a bold, fresh identity for a Japanese hot sauce made with fermented chili and yuzu. The brand needed to feel sharp, flavorful, and culturally rooted without leaning on the usual hot sauce clichés.

The Challenge: How do you stand out in a category that’s already screaming for attention?

The goal: Create something spicy, but stylish. Fermented, but fashion-forward.

The Solution: Zenkai (全開), meaning “full throttle,” is built around intensity with intention. Handcrafted details, a punchy voice, and a visual system that’s filled to the brim just like the flavor. This is hot sauce, reimagined!