Bossman London is a hot sauce brand offering dangerously spicy condiments free from any unhealthy extras. The name comes from London slang and is a phrase used to define the proprietor of a fast food establishment. Taking inspiration from the pegboard menus found in Kebab shops and takeaways across the city, the graphic identity uses a dot grid and inconsistent typesetting to capture the idiosyncrasies of the pegboard aesthetic.
As part of the project we also developed a structure for social media. Images of bossman loaded food are interspersed with customer reviews and testimonials that are typeset and photographed on pegboard.