My love for Sriracha cannot be expressed in words. Growing up in the San Gabriel Valley of LA, Sriracha was a humble household stable and the rooster was a reliable symbol for spice and flavor. Over the years, the hot sauce gained a wider recognition and became a novelty sought after by foodies everywhere. Huy Fong Foods kept the original branding and package of the product, its lack of "designed touch" became a sign of quality and authenticity.
Sriracha does not need a branding update or an ad campaign. It's golden as it is. However, it would be super fun to entertain Sriracha with a new look and bringing it up to date, joining a new generation of design conscious Asian restaurants and food products. This is a personal project born out of passion (and spiciness) and will be an on going project.