Honey Badger Sauce Co.

Consumer Product Brand - Food

Co-founder + Creative Director

The Honey Badger Sauce Company was as much an experiment in online marketing as it was a producer of fiery hot Honey Habanero flavored BBQ Sauces. The hypothesis: could a brand and product line be created that leveraged an internet meme for viral marketing, in this case we chose The Crazy Nasty Ass Honey Badger video meme, created by comedian Randall.

We found vendors in the US to help us produce an original sauce, designed a unique bottle and figured out how to get it successfully down a filling line. Opting to raise money on Kickstarter, my role as Creative Director involved producing our Kickstarter video (see below), working with an industrial designer and manufactures design the bottle and labelling, driving online marketing campaigns and coordinating press.

Team: Paul Lees, Leigh Zalusky, Cian Plumbe


  • New Product Launch
  • Creative Direction
  • Product Design
  • Pack Design
  • Prototyping
  • Design for Manufacture
  • Brand Strategy
  • Online Marketing
  • Kickstarter