The client's goal is to vitalise the spicy snack "Tyrant HABANERO" and to create its deeper connection with the fans.

To express this super spicy snack made out of the world's hottest chili pepper, we created the character shaped like a chili pepper with the aggressive facial expression. We used black and red coloring with high contrast, visualising the spicy taste. In every touch-point for this Tyrant HABANERO brand; products, campaign and goods, we created poisonous design to establish brand as a niche product. For the newest campaign, we created the most sadistic tour to promote the product. We designed the wrapping for the bus and the all products with this spicy taste, establishing a strong relationship with the fans.

In the new campaign, we created the 'Tokyo Terror Trip' in which the consumers experience the world of Tyrant HABANERO in real life, which created a huge buzz. With that campaign, we established the strong relationship with the consumers at the level deeper than any other products ever could have established.