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Responses by Caz Hildebrand, creative partner, Here Design

Background: An Anarchy of Chillies is a celebration of the wildly colorful, intensely flavored hot, hot world of chili peppers. The target audience is anyone who loves to cook, eat and likes lot of heat, but feels adrift in a confusing sea of chilies and is unclear what their individual virtues might be.

Reasoning: The idea was to show 100 chilies, from the mildest bell pepper to the world’s hottest pepper, and explain their individual characteristics, taste profiles, provenance and best ways to use them.

Challenges: Choosing which chilies to include from an incredibly long list of possibilities.

Favorite details: The flavor notes. All chilies have flavors—often very distinctive, extremely varied and surprising. They are not solely about heat, and I am glad to have had a chance to bring these flavor guides to a wider audience.

Visual influences: The process printing method—also called CMYK—was the perfect metaphor for the way in which chili varieties multiply and proliferate. It’s similar to how the laying up of the four colors: cyan, magenta, yellow and black yellow can create every other color in printing.

Time constraints: We had a reasonable timeframe, but as the subject is endless, we could have continued researching forever!

Specific demands: The challenges are always production constraints, and we had to compromise on some production values in order to create an affordable, scalable object. The subject matter is so rich that there was never a shortage of material. Working out the heat values of every chili and representing it visually using the Scoville Scale was a challenge because of the massive reach of the scale from zero to millions.

Anything new: That there are even more varieties of chilies being grown all the time.

heredesign.co.uk

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