Peepal People

Peepal People, an Atlanta-based hot sauce brand founded by a Pakistani couple, sought to bring the flavors of their heritage to an audience craving authentic tastes from home. Initially sold online and in over 60 specialty stores nationwide, the brand aimed to expand its presence in retail and needed a more compelling visual identity to connect with diverse consumers and stand out in a competitive market.

In collaboration with Co-Founder Alyzeh Rizvi, I conducted competitor research, curated image archives, developed color palettes, and established a cohesive typography and shape system for the labels. I also designed custom logos and crafted hundreds of illustrated assets to enhance the brand's identity.

Drawing inspiration from the streets of Pakistan, we developed the concept of Neo-Dhaabas and Lari Addas—local spaces where people, food, and stories come together. The visual elements were designed to echo the language of street signs and, to an extent, truck art. However, we were deliberate in avoiding clichés, instead focusing on creating a contemporary South Asian visual language that felt innovative and progressive.

This rebrand earned a grant at the SFA Summer Fancy Food Show 2024 and received recognition from leading CPG podcasts and publications.