Habgoblin Hot Sauce Label
This is probably even still (ca. May 2026) my highest profile project and branding to date, and technically the pioneer of this portfolio’s namesake, “Hasse Sauce!”
“Hab-Goblin Hot Sauce” – Back in 2014, I was working at Laika studios on the Kubo and the Two Strings film, and had been sharing an unlabeled homemade hot sauce with my colleagues, made from an overstock of peppers & vegetables I was growing in a raised bed on the side of my soon to be mother-in-law’s house.
The holiday season was coming and since Laika employee’s were very crafty people, there was a “Craft Fair” happening on-site, in the theater for people to showcase and sell their crafts. Fans encouraged me to join, which meant…
I needed a label.
I made more stock than I thought I needed, and promptly sold out in about 15 minutes at $5 per bottle. I had effectively crossed the line into a business opportunity, and my hastily pun-y named “Hab-Goblin” branding I mocked up for the fair had some potential.
I imagined my mascot as a mischievous habanero-goblin creature, and started doodling maniacal smiles, inspired by the clean-shapes of Samurai Jack’s “Demongo” villain.
I landed on a bright habanero orange color, with grunge paint textures and fonts showcasing a mad grinning pepper on a black background. This was essentially where the “Habgoblin” label landed under my personal design, and remained that way for about a year, but the story doesn’t end here!
Laika, being filled with creative people, most of which having personal projects and artistic connections all over, introduced me to an opportunity to jump on a commission with an incredible artist, Pablo Hernandez – aka. “Zinkase”, who was able to effortlessly take my design and give it a modern twist in his signature style.
It was his final touch that brought Habgoblin to it’s current form, and was my first higher profile collaboration and art direction at this stage of my artistic career.
Since 2016, I’ve remixed and modernized the labels as new insights into FDA Labeling have been integrated and my eye for design has grown alongside the continued success of the business!
This smiling little imp has delighted spicy food fanatics from all over the world, challenging those on the other end of his flaming laugh to try if they dare.
Related: Crated Habgoblin – Live!