Mild Regret: Turning up the heat

Hot Sauce Brand Identity + Packaging System

Mild Regret is a hot sauce company that specializes in capturing the bold, and sometimes questionable, choices we make when reaching for something spicy. With a lineup ranging from a mild tingle to full-on meltdown, each sauce is designed to embody that fleeting moment between confidence and consequence.

Product & Design

At the heart of the visual system is a distinctive crying pepper icon, smiling through the heat. The packaging draws from retro food styling, with a palette of sun-warmed yellows, scorched reds, and pepper greens. Typography is chunky, expressive, and designed for strong shelf presence.

Voice & Messaging

The palette mixes moody, nature-inspired bases with a dash of shimmering warmth:

“It seemed like a good idea at the time.”

Mild Regret embraces a tone that’s witty, chaotic, and self-aware. It’s the kind of product you’d try on a dare, and then keep around because it’s actually good. Messaging blends flavor descriptions with a sharp dose of humor and caution.

Packaging

Each of the five sauces in the lineup features its own heat level and visual cues, with consistent layout and cap patterns for easy recognition. Bottle labels balance flavor descriptions with humor, taglines like "I need to lie down.” or names such as "Premature Confidence" add personality while clearly signaling intensity.

Availability & Future Potential

Mild Regret is designed to thrive in both retail and digital spaces, with a packaging system that supports expansion into new sauces, merchandise, and even experiential marketing concepts.