Devil's Fruit

Overview

Devil's Fruit is a typographic identity created for a fictional brand of fermented hot sauces made with exotic fruits.

The project explores how typography alone can express a brand's personality and positioning.

Overview

Devil's Fruit is a typographic identity created for a fictional brand of fermented hot sauces made with exotic fruits.

The project explores how typography alone can express a brand's personality and positioning.

Challenge

The objective was to create a visual identity capable of communicating the brand's dual nature: sweet and appealing at first glance, yet intense, bold and addictive underneath.

Solution

Starting from the Khalos typeface, I developed a custom typographic logo by modifying key letterforms to reinforce the brand's sharp, playful and provocative personality. The result balances elegance with a subtle sense of danger and temptation.

· Subtle tracking adjustments were introduced to improve overall visual balance and spacing.

· The terminal of the S was customised to evoke the shape of a devil's tail, requiring complementary refinements to its internal curves.

· The terminals of the E, L, F, and T were sharpened and extended to enhance the logotype's dramatic and provocative character.

· The apostrophe was redrawn with a higher position and a sharper terminal to better align with the visual language of the wordmark.