South Asian-inspired hot sauce brand Peepal People unveiled redesigned labels drawing inspiration from the vibrant trucks seen throughout Pakistan. Founded by a Pakistani-American husband-and-wife duo, the products pay tribute to zesty achaars and chutneys, packed with pulp and a “way less vinegary bite” than Cholula, Tabasco and the like.
Based on category insights, the company renamed each of its sauces to showcase the pepper, moving away from Urdu names Bhoot Bangla, Hara Bhara, and Peela Patakha to Garlic Ghost, Mango Jalapeno and Turmeric Habanero, respectively. With the new look, Atlanta-based Peepal People aims to expand its retail footprint beyond specialty grocers into more conventional retail outlets.
