While every project may feel personal on some level, there are certain designs you’ll create that are extra special. Such is the case with Queens Hot Sauce, designed by John Godfrey at the Canadian agency Chargefield. We spoke with him to learn more about the intricacies of this project, how they avoided design cliches, creating the unique icons on the label, and more.
John Godfrey: Queens Hot Sauce was a new hot sauce company unabashedly proud to be from Queens, New York, so much so that they named themselves after the borough. QHS was totally open to ideas for their packaging, but requested one thing: to represent 3 specific Queens landmarks (Flushing Meadows-Corona Park, LaGuardia Airport and Citi Field).
The request was specific enough to form a direction but loose enough to get creative with it. We came up with ways to visually portray the landmarks, while designing the typographic layout of the name, thinking of an effective way to combine or interlock them for maximum impact.
