New Mike’s Hot Honey brings heat to condiment category
Born from a quest to recreate a recipe discovered while traveling in Brazil, Mike’s Hot Honey has quickly amassed a loyal fan base. The chili pepper-infused honey was originally introduced as a key ingredient on one of the pies at the Brooklyn-based pizzeria, Paulie Gee’s, where founder Michael Kurtz was working as an apprentice. Overwhelming customer demand for take-home containers to use in a multitude of recipes led him to believe that he was on to something potentially game-changing.
When the opportunity to scale for mass distribution became a reality, Mike turned to Chase Design Group (chasedesigngroup.com), the brand design agency, to elevate the packaging and carve out an identity for a new player in the condiment category. According to Clark Goolsby, VP, creative director, Chase Design Group, “We drew inspiration from Mike’s roots and ‘old-soul’ character to develop the vintage-inspired, typographically-driven design that champions the quality and craft poured into every bottle.”