The assignment was initially just to design the label. But a vodka this hot deserves an icon.

We started studying the color and texture of the peppers themselves. They are a twisted and gnarly little breed. The texture is shiny and bumpy like a polished, miniature gourd. The color is a beautiful mix of cherry and orange. Best part is they have depth and you can almost picture a skull and a sickle next to them when they are laying on a table. So we set about pencil work and finally found an angle to work in the face and hood. Spooky.

Charleston Distilling Co. has awarded HOOK five projects since the launch of the reaper. All new bottles for different products. The reaper on shelves, trucks and merchandise.