Burning Hot Chili

Burning Hot Chili and Wildfire Chili are spicy snacks from Asahi Group Foods, created specifically for adventurous adults.

As these breaded and fried chili pepper snacks were unlike anything else on the market, we developed packaging that projects a distinctive presence while intuitively conveying their unique flavor profile.

Burning Hot Chili’s packaging embodies its pure spicy experience through a clear composition of red and white. For the intensely spicy Wildfire Chili, we used caution tape elements to capture both its extreme heat level and addictive appeal. We sought to balance approachability—encouraging people to try an unfamiliar flavor—with a sophisticated edge that resonates with our target audience.