Ghaslet
In short
Ghaslet is a hot sauce made in house at Capiche, launched with no audience, no shelf and no category. We put it where hot sauce actually gets used, on street stalls and other people’s plates and one bottle carried all the way to Jaisalmer. It found a voice before it found a shelf, and it reads the way the sauce behaves.
Our approach
We put it where hot sauce actually gets used. Street stalls, other people’s plates, a bottle carried all the way to Jaisalmer. The system is built on one idea: it ends up everywhere, so show it everywhere.
The outcome
Ghaslet found a voice before it found a shelf. It reads the way the sauce behaves, which is to say it warns you first.