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.

At the heart of the identity is a custom monogram that combines a hook and an arrow intertwined with a stylized ampersand. The distinctive identity and brand positioning laid the foundation for their debut on Season 27 of Hot Ones with their Spicier Sauerkraut & Mustard.