Steve was hired by start up chilli brand, Mic's, to create the branding for their line of high-end chilli sauces. In Computer Arts, Steve talks about the project, saying that he "wanted to create a character that has immediate appeal; a little funky but with a serious side." He goes on to talk about how when you create a character that associated with the branding of a product, you have to create something that will stand the test of time, something which I think he definitely succeeded in.
He started working with the company in the early stages, which enabled him to have a bit of freedom, and now have to adhere to any brand guidelines (who does't LOVE that?!). With 6 different flavors, the bottles are all special in their own way, with a similar design, but different characters and colors- and way different than any other hot sauce you would see on the shelf, I'd buy it simply for the damn design!