HAB Sauce Label Artist Spotlight: Kujo Rock

Angel Van Overeem, better known as Kujo Rock, is a multidisciplinary artist whose work pulls from graffiti, street art, illustration, hip-hop, and underground culture. His style is bold, character-driven, and packed with personality, the kind of artwork that feels right at home on a wall, a record cover, or wrapped around a bottle of hot sauce.

Kujo Rock has become an important part of the visual identity of HAB Sauce, creating artwork for numerous releases including Pineapple Habanero, Cherrywood Smoked Gochugaru, Green Chile Crack Sauce, Sauce Lord Garlic Carrot Habanero, Asian Hickory BBQ, and collaborations such as MSG'ZUS Tomato Resurrection.

There’s also a deeper connection behind the artwork: Kujo is the brother of HAB Sauce founder David Van Overeem. That relationship has helped make the collaboration feel less like simply commissioning label art and more like an ongoing creative partnership. One of HAB’s earlier product descriptions even refers to Kujo as the brand’s “in-house graphic artist.”

His labels embody much of what makes HAB Sauce different, irreverent ideas, underground influences, memorable characters, and artwork that gives each sauce its own identity before the bottle is ever opened. Kujo’s work demonstrates how packaging can become more than branding; it can become part of the culture and story surrounding the product.

For this Artist Spotlight, we sat down with Kujo Rock to talk about his artistic roots, his relationship with graffiti and hip-hop, working alongside his brother, and what goes into turning a new HAB Sauce flavor into a piece of art.

HAB Sauce Artist Interview:

For people who don’t know you yet, who is KUJO Rock?

KujoRock is my creative persona, grown from the numerous aliases over the years of my journey.

How did you first get into making art, and how would you describe your style?

 The earliest artistic inspiration I can remember was when is was very young, I had an uncle staying with us and I remember him freehanding a drawing of Fred Flinstone. Blew my mind. From that point on, I was gonna be an artist.

I would describe my style as eclectic. I have a passion for cartoons, comics, graffiti, fine art and cinema.

 

What artists, music, comics, graffiti, movies, or other influences helped shape your work?

This list could be ridiculously long.

Norman Rockwell, Alphonse Mucha, Hayao Miyazaki, Frank Frezetta, Todd McFarlane, Joe Madureia, A Tribe Called Quest, De La Soul, Company Flow, Outkast, Run The Jewels ect. This is truly a question I have too many answers for.

 

Where did the name KUJO Rock come from?

 It came from my graffiti days, when I was looking deep into my favorite letters to write. Rock was added by crew member and good friend, Kango Kid.

 

What does your creative process usually look like when you start a new piece?

This has changed so much over time. It’s actually gone full circle back to skills picked up in a creative writing class. These days I start with an idea and branch off to create details. Then I move to thumbnails, shape out the composition and continue to build in layers.

 

 

Of all the HAB Sauce artwork you’ve created, which label is your personal favorite and why?

The Spicy Sweet Soy Sauce. I feel like it has become iconic to the HAB Sauce brand.

 

When you and David work on a label, how collaborative is the process? Does he come to you with a fully formed idea, or do you usually get room to run wild with it?

This process varies. Sometimes David will have a concept that he wants to flesh out completely, or I will have an idea that I run with and wait for feedback.

 

 

The Barong logo is one of your standout HAB designs. Where did the idea and imagery for that piece come from?

I really wanted to represent our mixed cultures. I started researching Indonesian mythology and came across the stories of the Barong. I instantly knew that was my focal point. From there, it would receive a fusion of my other cultural influences.

 

How much does the actual flavor, heat level, ingredients, or personality of a sauce influence the artwork you create for it?

I usually just work off the name and concept/ingredients of the sauce.

 

Is there a HAB Sauce label you've designed that ended up completely different from the original concept?

Not that I can think of. There is a point where we decide to refresh designs.

 

How long have you been producing music? What is your favorite piece of equipment to use?

I’ve been producing music since the mid-90s. I’ve gone through a lot of different gear. I was big on the Akai MPC 2000XL for a while. Then I learned about Ableton Live. It was refreshing and I took a deep dive into making beats that were synth-heavy. A time came when I thought I was done with making beats. I walked away and took a long break. It honestly may have did a little damage to my soul.

About a year ago I was showing my son some of the stuff I had done and he looked at me with this genuine look in his face and said “you should have never stopped making music”. Talk about reigniting my flame. As soon as I started digging into that passion, I discovered this little app called Koala Sampler. Man, this music making app blew me away and continues to amaze me. It brought me back to my roots of sample-based beat making. 

 

What kind of hip-hop influences your production?

 Anything that gets my attention. Those songs that get put into eternal rotation.

 

Do you listen to music while designing / creating art? If so, what would we probably hear playing while you’re working on a HAB label?

 Oh, definitely. I like to change it up, but the majority of the time it’s Hip-Hop’s golden era. 

 

If you had to make a beat that sounded like HAB Sauce tastes, what would it sound like?

Eclectic. Chopped worldly percussion, heavy synth bass, and some finely chopped and rearranged rhythms.

 

You’ve been able to watch HAB Sauce develop from a different perspective than most artists who collaborate with the company. What has it been like watching your brother build the brand?

It makes me extremely proud to watch what it has grown from. To see this man’s dedication to the brand. It is truly inspirational.

 

How would you describe David’s creative brain to someone who has never met him?

 

Wonderfully complex.

What's something about the early days of HAB Sauce that most customers probably don't know?

 

We were only allowed to see those photos once and never speak on it again.

 

Has there ever been a HAB idea where you thought, “David, this is fucking ridiculous”- and then it actually worked?

“It’s kinda like crack” I was sitting there building and editing the video for MSG’Zus and that thought crossed my mind. David’s not afraid to gamble on things. Get a little weird and in turn, that makes it fun. 

 

What do you think makes HAB different from other hot sauce brands?

 Each sauce has its own soul and rhythmic vibrations.

 

What is your favorite HAB Sauce? And what is your favorite food to use it on?

 Man, that’s like making me pick a favorite child. Top 5 Oregon Chili Crisp, MSG’Zus, Smoked Gochugaru, Green Chili Crack and Spicy Sweet soy sauce. I use it on anything that makes sense.

 

Who is you favorite rapper or hip-hop group? Favorite album of all time?

 Another tough one. MF DOOM. The Low End Theory.

 

Mild, medium, hot, or why did I do this to myself?

 Medium to Medium-Hot

 

If you could design one completely insane HAB Sauce collaboration with no budget limitations or restrictions, what would it be?

 I still want to do an MF DOOM collab bottle.

 

What’s next for KUJO Rock - and where can people see, hear, or support more of your work?

I’m gonna continue fatherhood, beat making, bending my little trees and making a possible return to fine art.

 

Folks can catch my music @kujorockbeats and my art @kujorock