Hook & Arrow is a condiment company that creates all-natural hot sauces for adventurous eaters. BRIER partnered with H&A to build a visual identity, guided by brand strategy, that showcases their love of the outdoors and their pursuit of bold flavors.

Instead of the typical bright colors and flames commonly used by most hot sauce brands, BRIER drew inspiration from vintage whisky labels, focusing on clean typographic layouts. This aligns with Hook & Arrow’s vision of timeless, high-quality design.

At the heart of the identity is a monogram that combines an arrowhead, a fishing hook, and the letters H and A, crafted from a stylized ampersand. This distinctive design laid the foundation for a brand debut in Season 27 of the Hot Ones lineup with Spicier Sauerkraut & Mustard.