King Mofaya

King Mofaya is the love child of my brother, Chef Sergio Landero, a hot sauce brand that marries authentic Panamanian spice with unexpected flavors to create something new and special.

The Brief

Chef Sergio Landero was looking to dive into the world of hot sauce with a new brand that was separate from Bollo Preñao, his personal handle. We would create this brand in tandem with its signature first product, Ayala Verde, a hot sauce made with green "ají chombo"—green peppers with a fiery sweet and smoky flavor revered on Panama's Caribbean coast.

The Solution

My logo concept was based on the idea of a "King of Hotness" who would bless products he deemed hot enough with his seal of approval. The design of the Ayala Verde label took the idea of the king further by creating a character who can shoot green fire magic out of his hands and has tentacles that look like tongues.