CHALLENGE

Culley’s began in 2010 selling home-grown, home-made sauces at local farmers markets and has since grown into an international success, with products sold in supermarkets, restaurants and specialty food stores across New Zealand and overseas. While the business had expanded rapidly, the brand had not evolved with it. There was a need to pause, define a clear strategic direction and create a brand system that reflected the scale, personality and passion behind Culley’s.

APPROACH

We developed a strategic brand platform built around the essence of flavour, fire, flair. This captured Culley’s bold, maverick spirit and passion for big flavour. The new identity brought this energy to life through bespoke illustrations for each product, designed to express the heat, character and craft behind every sauce. The visual language balanced fiery intensity with refined detail, creating a distinct, ownable personality that stood out powerfully on shelf.

RESULT

The refreshed identity unified the range and elevated Culley’s into a leading force in the hot sauce category. Each pack became a statement piece – vibrant, expressive and instantly recognisable, building a strong emotional connection with consumers and giving the brand clear shelf dominance both locally and internationally.

KEY TAKEAWAY

By capturing the bold personality of its founder and the artistry of its sauces, Culley’s now stands as a benchmark for how authenticity, flavour and design flair can transform a home-grown brand into a global success story.

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