WE REBRANDED PEEPAL PEOPLE AND HERE'S HOW:
Since launching Peepal People in June 2021, we’ve focused heavily on in-person events. We knew we had to be where our customer was—people who value fresh, small-batch and flavorful sauces. Instead of pouring thousands into ads (we’ve spent less than $300 on ads to date), we hit the ground running, attending festivals in Atlanta and meeting many Peepal People superfans! We also spoke with some 40+ store owners across US who stock us and gathered a lot of data over the last year.
Meeting customers in person taught us a lot. They loved that our sauces were pulpy, low in sodium, and tasted fresh. Over two years, we gathered feedback, learned from every interaction, and noticed trends emerging in the industry. Reports like Whole Foods Market’ showed us how people shop for heat, and we took that to heart. We asked customers what worked, what didn’t, and how they made their decisions in stores, as well as, what actually made someone buy Peepal People's hot sauces?
It was this grassroots research that set the foundation for our rebrand.
I also connected with industry experts like Chloe Gordon from Dieline, Mike Schneider from BevNET.com, and Victoria Ho from (Included)CPG who provided some great feedback on initial packaging designs. This time around, I had a clear vision for Peepal People's new identity that we brought to life with help from Emel Shaikh and Shumyle Haider.
Through the rebranding process, I realized that when I first started Peepal People, I didn’t fully tap into my own design expertise. With years of experience in design and research, I knew it was time to bring those strengths forward. This rebrand truly reflects our evolving mission. While we originally celebrated the flora and fauna of South Asia in our old packaging, it was too muted for retail. We’re now infusing each bottle with more of our personality, vibrancy, and energy.💥
One major shift was renaming our sauces. We went from playful Urdu names to flavor-forward ones that highlight the key ingredients. This change makes it easier for customers to choose their favorites based on what they love most—whether it’s the peppers or the spices.
As we continue to grow, it’s clear that Peepal People is more than just a “hot sauce brand.” We’re a contemporary, innovative company driven by culture, offering something new to the pantry goods market. We’re championing our heritage and building a brand the South Asian diaspora can be proud of.
Our new packaging reflects those roots and connects with both South Asian and broader audiences. We wanted our designs to spark curiosity about Pakistan, a place many don’t get the chance to visit. So, we pulled inspiration from the vibrancy of Pakistani street culture.
This rebrand brings the rich tapestry of South Asian life into American homes in a way that feels both fresh and approachable. Check us out at peepalpeople.com -- grab our sauce! Send me your thoughts on what we think?
