Jealous Devil Brand Identity and Packaging

The multi-billion dollar charcoal industry has been bland for a long time. Jealous Devil Charcoal is here to give it hell.

(See what we did there?)

After developing a killer product, name, and attitude, all Jealous Devil needed a visually captivating way to package it all together. Enter Young Jenkins (that’s us).

Working with the founders, we created a mythological, Devil-vs-Man-for-control-of-fire background as a narrative structure for the brand. Working with a talented team of illustrators, we explored ways to bring this brand myth to life. The eventual design was reflected into a new identity spanning all key brand assets, including brand identity, packaging, collateral, web design, and more.