PROJECT:
Vi’s Pickle Co.
SCOPE:
Branding / Brand Identity / Packaging Design / Naming / Copywriting / Visual System
Pickles for the Brave at Heart – Vi’s Pickle Co. brings the heat straight from the sunny streets of SoCal. Founded by Vi Doan, the son of proud Vietnamese immigrants, this isn’t just about cucumbers—it’s about a fearless spirit.
Each jar is packed with pickles that are as bold as they are crunchy. Vi spent years perfecting a brine that locks in all the goodness without any of the nasty stuff. Just fresh and delicious pickles, handcrafted with love and a whole lot of spice.
The rebranding of Vi’s Pickle Co. set out to redefine the pickle aisle with a bold and elevated identity. Moving beyond the crowded aesthetics of rustic designs and saucy cartoons, Vi envisioned a brand that exhibits a powerhouse of flavors—bold, premium, confident, and unforgettable.
Our new identity was positioned to be reflective of the vibrant energy of the Asian-American communities, celebrating their unapologetic boldness while staying broadly relatable in modern times. This vision guided the creation of Vi’s Pickle brand to focus on the taste profile, sensations of intense Asian-level spiciness, and flavors crafted for food adventurists.
The result is a clean, dynamic design that balances cultural authenticity with contemporary appeal. Every detail embodies the spirit of Vi’s Pickle Co. Bold typography and taste-forward illustrations splashed with high-contrast colors that say “taste the heat, dare to flavor.”
The fresh rebrand takes Vi’s Pickle Co. beyond selling pickles; it invites you on a fearless flavor journey. From the packaging to copywriting, the brand challenges the adventurous spirit. A journey that’s as unforgettable as the pickles themselves.
