Yellowbird is hot sauce that is made with love (and a whole lotta peppers) in Austin, Texas. The founders, Erin and George, started Yellowbid over a decade ago and had their hearts set on a new vision for their bird. What started as a farmer’s market product had flown to new heights, but the design itself hadn’t evolved alongside them. This is where we come in.
When we compared Yellowbird to other hot sauces, two major qualities stood out to us. Their super simple ingredient list (rivals a sauce you’d make at home) and the approachable heat levels that make this sauce perfect for daily pleasure. When compared to the big name hot sauce incumbents and melt-your-face-off boutique brands, Yellowbird occupies the perfect place in the middle. It’s a modern hot sauce crafted for everyday use.
So we started on the rebrand. Our main goal was to simplify and amplify, ensuring that their best qualities stood out, and that this new version of Yellowbird could stand up to both the big league and small batch competitors. We reimagined the packaging in a way that positioned the bird icon (and yellow color) front and center. Afterall, the brand name is Yellowbird, so why not lean all the way in? The updated bird icon brings some much needed personality (the founders felt the previous bird was reading a bit angry) and the bright yellow labels create an instant presence on shelf. The new Yellowbird brand is equal parts mischief and delight, craft and casualness. Just like the hot sauces inside the bottle.
