Rebranding, packaging, advertising
The objective of this project was to rebrand and repackage an existing product, then advertise to a different target audience. Due to the affordability of Sriracha, it is a common staple in most kitchens. The challenge was to target a high-end audience, whether it is high end restaurants or specialty buyers.
The redesign of the logo is a mixture of influences coming from Vietnamese and Chinese calligraphy and west coast Californian street art – these are all representative of the background of David Tran, Huy Fong Foods, Inc. founder. The bottle itself was inspired by the shape of Vietnamese and Chinese vases. Although the bottle has changed shape, the colours were still representative of the ubiquitous Sriracha bottle.