Introducing HaH! Chilli

HaH! Chili is founded by my wife Dana Nguyễn and Donny Trương. We love chili sauce that adds a kick to our dishes. We made small patches of chili sauce to share with our friends and family members. Now we would like to share them with you.

I can’t remember when I started to add chili sauce into every meal, but nowadays a meal wouldn’t be complete without it. I tried almost every chili sauce on the shelf at the supermarket. Most of them were not spicy at all and some of them were too spicy. All of them included preservatives. As a result, they lost their freshness.

When I came to America 34 years ago, I always had to have Huy Fong’s Sriracha Hot Chili Sauce with my phở. A few years ago when the Sriracha shortage happened, its price spiked. Dana Nguyễn, my wife, decided to make her own chili sauce with all the peppers she harvested from our little garden. When she asked me to try it, I was hooked. I loved the pure, fresh taste with a kick that enhanced every dish, including phở. I haven’t turned back to Huy Fong’s Sriracha Hot Chili Sauce since.

At every party I went to, I brought out my wife’s chili sauce to introduce to family and friends. They were hooked as well and requested for more. In the last few years, my wife refined her craft of making chili sauce. She made small patches to share with our family and friends. I asked her, “Why don’t we share our chili sauce with the world?”

She just needs to focus on making the chili sauce and I will take care of the brand, the design, and, of course, the website. That’s how HaH! Chili is founded. It’s our partnership and passion for something that we love.

HaH! has a surprised, joyful expression. Our chili sauce will make you go “HaH!”. The hidden meaning is that our chili sauce is Hot as Hell! You’ll find out when you give it a try. Once we established the name for our chili sauce, the first thing I did was designing the bottle label. I wanted the label to be as simple as possible. The label only consists of the wordmark, the name of the product, and the web address. I want to keep all the product information on our website.

For our branding wordmark, I didn’t have to try out any typefaces. I already had in mind the NaN Rage superfamily, designed by the NaN team (Hugues Gentile, Fanny Hamelin, Fadhl Haqq, Léon Hugues, Jean-Baptiste Morizot, Luke Prowse, Florian Runge, Jolana Sýkorová). The logo is set in Nan Rage Zipp. The product names and headers are set in NaN Rage Quik. The copy and body text are set in NaN Rage Soft. I just loved the flexibility the eccentricity the NaN Rage superfamily offered.

Take a look at our brand new HaH! Chili website and treat yourself a bottle of two of our Hot as Hell! chili sauce. Our supply is limited. So grab them while they are still fresh.