Peepal People

Peepal People’s?recent #rebrand, designed by Alyzeh Rizvi and Shumyle Haider,?reimagines South Asian flavors for modern kitchens, blending clean ingredients with bold, flavor-forward names like Turmeric Habanero & Garlic Ghost. Inspired by the vibrant streets of Pakistan, the new design embraces a maximalist street #aesthetic, featuring elements like Pakistani truck art and Mia the ringneck parrot, creating a bold, contemporary #identity that celebrates culture and invites curiosity. Subscribe and read more >>> https://lnkd.in/eNxyNvrm

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?

Thanks for covering, Chandler James - I can't wait to meet these brands at the Summer Fancy Food Show. And thanks for being so fabulous, Victoria Ho!: “The allyship of industry leaders like Bill Lynch, CEM Lynch and the Specialty Food Association is essential to advancing our impact as an organization,” said Victoria Ho, Founder of Sherpa CPG and member of the (Included)CPG) leadership team. “Closing the opportunity gap for founders of color is central to our mission to shift the retail landscape toward more equitable representation of our nation's diverse cultural fabric. Each innovative brand selected for the (included) Fancy Food Show Cohort receives a game-changing sponsorship and?direct access to decision-makers?and media; but our partnership with the SFA amplifies BIPOC voices across the CPG ecosystem.” Aaji's JOI KULA Foods Nepal Tea Collective, PBC. Peepal People Poppa's Custard Company Recoup Beverage, Inc. Shire's Naturals Sweet Fields Tal's #WeFancy #FancyFoodShow #CPG #SpecialtyFood #DEI

Author, Nina Roberts reached out to me a few days before this article was published in The New York Times (digital + print) in which she briefly mentions Peepal People. It was heart-warming (and flattering) for me to hear that our sauces had caught her eye at the Pop Up Grocer - a widely popular curated grocer in NYC by Emily Schildt This is a big deal for three reasons: 1. The shelves of Pop Up Grocer are stocked with some of the coolest brands out there. So for our Pakistani-inspired hot sauce to catch her eye is a huge win for our small (but mighty) brand! ??????? 2. As a first-time immigrant entrepreneur with a bootstrapped business in a highly competitive industry, getting a mention on a platform like The New York Times truly feels like a moment of triumph! ?? 3. Finally, it goes to show that our products don't only stand out on shelves but are worth talking about because they are truly unique. ???? So if you’re anything like me and want to see diversity and global flavors on American shelves, keep rooting for us! ?? Rest assured, we will be celebrating this one for a long time to come. Thank you Nina Roberts ??