BRAND STRATEGY. MARKETING. CONCEPT.
Papapeno St. Pauli Chili
Capturing the essence of St. Pauli, Hamburg in a spicy bottle.
All Chilis Are Beautiful.
Developed the brand from concept to launch, defining its visual identity, brand messaging, and market presence, leading to retail partnerships with major chains like REWE and Edeka. I invented the Illegal Mexikaner.
CLIENT
Papapeno GbR
2020-2023
YEAR
ROLE
Creative Director, Inventor, Brand Strategist
In 2020, I co-founded Papapeño, taking on roles as the concept creator, brand strategist, and copywriter. I developed the brand identity, crafted marketing strategies, and inventing the "Illegal Mexikaner," a distinctive green jalapeño shot.
The graphic design was done by Npire Hamburg.
BRAND STRATEGY.
CREATIVE CONCEPT
We embarked on a journey to give back to our community, St. Pauli. We were young, hungry, and eager to spread our love of spicy chilis and open people to other cultures. Most people in Germany cannot handle spice, so we wanted to create a bunch of sauce to give everyone a hint of the mouth explosion. That’s how St. Pauli Chili was born. Handmade in small batches in our apartment kitchen, we refined our recipe and slowly rolled out bolder and sassier sauces.
BRAND IDENTITY
All Chilis Are Beautiful. I came up with this tagline to reflect our commitment to inclusivity and community engagement. Open doors and hearts, that’s what each bite of our spice represents. We grew the chilis on a local farm outside Hamburg.
As an homage to our beloved city, I named each sauce after Hamburg… There’s the Harbour Near’ O (habanero sauce), The Carolina Reeperbahn (Carolina reaper sauce), and of course, St. Pauli Chili.
MARKETING
I wanted to do more… I invented the Illegal Mexikaner. This drink would partner with Seawatch, with a percentage of the profits going to them to help illegal refugees and immigrants, because everyone deserves a home.
