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A jar of Eight Arms Full Tantrum hanging in a red string net bag with tomatoes and chillies

No. 05 · Brand & packaging · 2026

EIGHTARMS

Crispy chilli crunch with a temper. One inked octopus, four heats, and a jar built to be left out on the worktop.

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The question everyone asks

Why an octopus for chilli?

Because the brief was a heat scale, not a flavour — and a scale needs a character who can visibly lose his temper. Here is the whole argument.

The Eight Arms octopus drawn in four moods, one per heat level
FULL TANTRUM · Scotch bonnet · “All eight arms are involved now.”

One drawing. Point at an arm — the prop, the accent colour and the degree of the scowl are the only things that move.

  1. 01Eight arms, eight ways to get you

    The name is the range. Every new flavour is just another arm — the mascot never has to change to make room for it.

  2. 02An octopus is ink

    The whole identity is drawn in one black ink, because the animal is one. No gradients, no photography on pack: a woodcut creature on cream paper.

  3. 03He grabs and will not let go

    Which is the honest description of a scotch bonnet. The tentacles wrap the jar, so the artwork physically holds the product.

  4. 04Clever, and famously bad-tempered

    A heat scale needs a face that can sulk at 1,200 SHU and completely lose it at 120,000. One drawing, four moods, no redraw.

The heat ladder · 01 / 04

MILD MANNERED

Garlic & sesame · Pale golden crisp

1,200 SHU

“Grumpy, but he keeps it to himself.”

Eight Arms MILD MANNERED jar
Eight Arms SHORT FUSE jar
Eight Arms FULL TANTRUM jar
Eight Arms TONGUE TINGLER jar
All four Eight Arms jars lined up in a fridge door

The end of the ladder

All four,
in the door.

Four lids, four colours, one silhouette.

What is in the jar

Take it apart.

Scroll, and the real pack comes apart — the printed lid, the one-ink label, and the squat glass jar the crunch lives in.

  1. 01The lid

    Printed, not just coloured: wordmark, dose line and the heat colour, so an open jar on a counter still sells.

  2. 02The label

    Cream uncoated stock, one ink. Only the mascot, the rule and the flavour line change between heats.

  3. 03The jar

    A squat 180g jar — wide enough that the tentacles wrap right around the back, and clear enough that the fill is the heat cue.

  4. 04The crunch

    Chilli, toasted garlic, shallot and oil. Four things, and the colour of them is the fastest heat cue on the shelf.

The campaign

Shot like produce,
not condiment.

Net bags, loose chillies, hard light, one flat colour a frame. No steam, no hands, no wooden boards.

01
All four jars on red with chillies, garlic and szechuan berries
The full range
02
Full Tantrum in a red string net bag with scotch bonnets and garlic
Greengrocer run
03
The inked octopus holding a pile of red chillies on a worn wooden table
The arm in the chillies
04
The four jars lined up in a fridge door
Where it ends up
05
A shared table of bread, chips and chilli crunch with a tentacle reaching into the chips
He gets his arm in everything
06
The gift box holding all four jars behind an octopus die-cut
The Whole Arm
07
The inked octopus looming over a pan on a hob, a jar of Full Tantrum beside it
Already in your kitchen
08
An inked tentacle curling around a handful of dried chillies
One arm, one handful
A spoonful of Eight Arms chilli crunch with an inked tentacle curled around the handle

One spoon

He gets his arm in everything.

Packaging & brand design

Got a product that deserves a face?

Naming, mascots, label systems, lids, cartons and the shelf they live on — designed as one world, from the first sketch to the print-ready die line.

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