Photography Bavet Thor Van Damme
(Mad)Max started experimenting at a young age, but finally started his business during corona, hence the bottle choice. Madmax is a high quality olive oil infused with hot peppers, perfect for elevating any delicious meal with a spicy kick, without ever dominating its flavour. He must be doing something right because everyone seems to be joining in on the madness and his range is expanding. Lookout, he’s bringing the heat to Brussels.
When will you go mad? We all know the image of a crazy guy in the lab, mixing up potions and scribbling down formulas. Well, Max was mixing chilis and scratching his name on his desk, so you get the idea. He’s the mad scientist and it was our task to bring some calm to all the chaos so he could share his creation with the world.
A scratchy logo, just like how Max would do it. We used interactive tongue-in-cheek copy to give an insight into the mind of the mad guy who came up with it all. The identity is clean, minimalist and classy with a rugged edge. The illustrations reflect the detailed sketches found in any true enthusiasts journal. In the end it is a statement piece, a collector’s item, and a product you want to get to the bottom of.